Public Perception of Technologies in Society: Mapping Laypeople’s Mental Models in Terms of Risk and Valence

Abstract

Technological advancements profoundly shape individuals, society, and the planet. As we continue to innovate, it is essential to assess how the public perceives both the benefits and risks of new technologies. This study explores the mental models of N = 111 laypeople from a convenient sample mainly from Germany and Bulgaria regarding a wide range of technologies and technology-driven trends, focusing on valence, familiarity, perceived risk, and the desire for societal debate. The article presents: (1) a ranking of various technologies and trends based on their valence (or perceived value), risk, familiarity, and societal debate demand; (2) a detailed analysis and visual mapping of the strong correlation between risk and valence (r2 = 89%) and the moderate association between familiarity and the desire for societal debate (r2 = 33%); and (3) an examination of the limited impact of user diversity on these perceptions. These findings underscore the importance of understanding public perceptions to guide responsible technological development and policy-making, highlighting key areas for fostering public acceptance and guiding governance of technology. Based on this, we derive actionable policy recommendations.