The study investigates the effects of personal involvement in a collective risk on the structure of its social representation, and how those effects depend on risk-related experience. The paper reports an empirical study conducted within the structural approach to the Social Representations Theory. We tested the effects of risk-related practice (earthquake experience) and of personal involvement in risk on the structure of its social representation. The results showed that the social representation was normative in nature, but became more practically oriented in the group who experienced earthquake. A normative representation is useful in judging risk's attributes; instead, a more functional, or a more practically oriented representation is expected to enable the use of more diversified risk-related information especially for practical purposes (risk mitigation behaviour). Similarly, the social representation of participants who were highly involved in seismic risk was more structured and more practically oriented. However, this was true only if they possessed risk-related experience, either through collective (risk culture) or live earthquake experience. Based on these results, a suggestion is made on how to increase the efficiency of prevention campaigns that aim at encouraging collective risk-mitigation conduct.