Psychological Variables In Public Attitude Towards Risky Technologies

Logically starting from the Attitude Formation Path, dividing inner values into three kinds——egoistic, altruistic, and biospheric values consulting Value-Belief-Norm Theory, introducing Perceived Risks and Perceived Benefits as an intermediary variable, this paper constructs the psychosocial model of public attitude to Genetically Modified Rice. Through the collection and analysis of existing literature and material, Values-Perception-Attitude scale is compiled. Then date is obtained by random sampling surveying. At last, based on pre-model and research hypothesis, the model is tested and verified using Structural Equation Model.Studies suggest that, transgene technology concerns the vital interests of the public. The public is not only the potential beneficiaries of transgenic technology, but also the potential stakeholder of it. The subjectivity determines the importance of public attitudes. Traditional Technology Acceptance Model has been widely applied and empirically supported since founded. With the change of research perspectives and content, the traditional model has experienced transition from TAM1 to TAM3. Technology Acceptance Model is very useful in predicting public acceptance and usage behavior of modern information technology. However, it becomes ineffective in the face of risky technologies. The critical defect is that the risks and benefits factors are not taken into consideration in the model. Therefore, based on "top-down" path of attitude formation, taking individual values as a cut point, bringing in perception as an intermediary variable, the research establishes a psychosocial model of public attitude towards Genetically Modified Rice and validates it by empirical analysis.The study found that values can be steadily role in the formation of public attitudes. To maximize personal interests, egoists are more inclined to support the industrialization of transgenic rice; while people who strongly endorse altruistic or biospheric values are likely to have a cautious attitude for the sake of others and environment. Overall, transgene technology debate is rooted in its uncertainty and the potential risks derided from it. Different subjects’ different attitudes towards its uncertainty constitute the basic content of controversy. During the development of transgene technology, to guarantee the smooth of risk communication, various social subjects should establish a neutral stance and cautious attitude from the perspective of scientific uncertainty. The government should curb extremism emotions under information asymmetry; safeguard the public’s right to know the popular science knowledge of transgene technology; pay attention to the science development and social interaction.