Predicting attitudes toward nanotechnology: The influence of cultural and predispositional values

Past experience in dealing with biotechnology has suggested that public opinion plays an important role in determining the prosperity of emerging technologies. A great amount of money and energy, therefore, were invested to understand nanotechnology's impact on the society and the public, in addition to the technical advancement of the technology.;However, most studies examining public opinion have focused on personal level factors and have ignored the potential influence of cultural factors. This study addresses this gap by analyzing public opinion in 21 countries, including the US and 20 European countries. Specifically, this study examines the impact of predispositional and cultural values on public support for nanotechnology, with the mediating roles of moral judgment and risk perception accounted for. This study also looks into the dynamics between cultural values and predispositional values; that is, how cultural values may moderate the effects of predispositional values in affecting attitudes toward nanotechnology.;The results indicate that people rely on "information shortcuts," such as confidence and religious belief, for decision making. Individual-level factors still play an important role in shaping public attitudes even after country-level factors are controlled. Furthermore, aggregate cultural values provide people with important "mental programs" to interpret nanotechnology. They explain why people in different cultures have different moral and risk perceptions. However, most of the cultural values do not affect public support directly, suggesting that public support is contingent greatly on the core characteristics of nanotechnology, such as its usefulness, risk, and moral acceptability, which, in turn, is influenced by personal beliefs and cultural givens.;The results also suggest that people in different cultures respond to survey questions in different manners. People living in cultures emphasizing uncertainty avoidance and individualism are more likely to provide substantive answers. Conversely, those living in cultures emphasizing masculinity have a higher chance of answering "don't know." In addition to these cultural factors, the lack of knowledge, ambivalence, and attitudes toward other controversial technologies at the personal level are also found to affect people's ability to provide substantive answers.;These findings have significant implications for cross-cultural communication and risk communication with respect to emerging technologies.