Culture and Identity‐Protective Cognition: Explaining the White‐Male Effect in Risk Perception

Why do white men fear various risks less than women and minorities? Known as the “white‐male effect,” this pattern is well documented but poorly understood. This article proposes a new explanation: identity‐protective cognition. Putting work on the cultural theory of risk together with work on motivated cognition in social psychology suggests that individuals selectively credit and dismiss asserted dangers in a manner supportive of their cultural identities. This dynamic, it is hypothesized, drives the white‐male effect, which reflects the risk skepticism that hierarchical and individualistic white males display when activities integral to their cultural identities are challenged as harmful. The article presents the results of an 1,800‐person study that confirmed that cultural worldviews interact with the impact of gender and race on risk perception in patterns that suggest cultural‐identity‐protective cognition. It also discusses the implications of these findings for risk regulation and communication.