ABSTRACT
This chapter presents the results of an analysis that builds on recent research regarding the potentially stigmatizing effects of a proposed high-level nuclear waste repository at Yucca Mountain, Nevada. Prior research (Slovic, Flynn, & Layman, 1991; Slovic, Layman, & Flynn, 1991; Slovic, Layman, Kraus, et al., 1991; Kunreuther & Easterling, 1992) examined the extent to which existing nuclear images affected perceptions of Nevada as a place to vacation, relocate or retire. Using an innovative approach for measuring images and the valences (negative or positive valuations) attached to those images, this research demonstrated that (a) nuclear images tended to be quite negative, and (b) those with nuclear images of Nevada tended to express less preference for vacationing in that state. Complementary research has argued that, due to the special nature of public perceptions of nuclear risks (Slovic, 1987), coupled with the likelihood of extensive media coverage of accidents involving things nuclear and the roles of activist groups with agendas tied to nuclear issues, signals about even modest accidents involving the proposed nuclear facility are likely to be amplified as they are transmitted to the public (Kasperson et al., 1988; Burns et al., 1990). Thus the proposed nuclear waste repository has the potential to generate a large volume of signals that attach negative nuclear images to Nevada. As the stock of nuclear images grows, Nevada may become stigmatized, resulting in behavioral change as people vacation, relocate, and retire in less stigmatized places. In sum, the prior research has hypothesized a pattern of signal generation, image formation, stigmatization, preference change, and resultant behavioral change that could result in significant losses for the stigmatized community.
