UNDERSTANDING RISK PERCEPTION IN ORDER TO MANAGE PUBLIC HEALTH RISKS

The Emotional Brain, Joseph LeDoux, Simon&Schuster, 1996

TRUST TRUST Less Trust Business and Industry Politicians A process that’s closed More Trust Consumer groups Neutral experts A process that’s open

TRUSTTRUST In the communicator In the organization that’s supposed to protect you In the organization creating the risk In the process

DREADDREAD (More Afraid) Anything associated with cancer (radiation, pesticides) Plane Crash (Less Afraid) Heart disease (# 1 cause of death in U.S.) Motor vehicle crashes

ME or THEM Terrorism to Americans in “The HoMEland” after September 11, 2001 Will I get caught? Will I be in a crash?

NATURAL V. HUMAN-MADE (More Afraid) Industrial chemicals Technologies (GM food, nuclear power) (Less Afraid) Organic food Herbal remedies

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BENEFIT vs. RISK Vaccinations Medical X rays Prescription drugs Drunk driving, speeding, texting/ talking on your mobile phone Vaccinations Medical X rays Prescription drugs Drunk driving, speeding, texting/ talking on your mobile phone

CONTROLCONTROL (More Afraid) Riding as a passenger in the front seat of a motor vehicle. (Less Afraid) DrivingDriving a motor vehicle, (drunk, aggressive driving, speeding, talking/texting (More Afraid) Riding as a passenger in the front seat of a motor vehicle. (Less Afraid) DrivingDriving a motor vehicle, (drunk, aggressive driving, speeding, talking/texting

CHOICE (is the risk voluntary or imposed) (More Afraid) That other ba_ _tard on the road driving drunk, aggressively, too slow in the high speed lane, talking/texting on their cell phone (Less Afraid) YOU DOING ANY OF THOSE THINGS!YOU DOING ANY OF THOSE THINGS! (More Afraid) That other ba_ _tard on the road driving drunk, aggressively, too slow in the high speed lane, talking/texting on their cell phone (Less Afraid) YOU DOING ANY OF THOSE THINGS!YOU DOING ANY OF THOSE THINGS!

OPTIMISIM BIAS “ It won’t happen to ME” and that we won’t be involved in a traffic crash, We think we’ll be healthier, richer, happier, that our marriages will last longer, that careers will be more successful, and that we won’t be involved in a traffic crash, MORE THAN IS STATISTICALLY LIKELY. and that we won’t be involved in a traffic crash, We think we’ll be healthier, richer, happier, that our marriages will last longer, that careers will be more successful, and that we won’t be involved in a traffic crash, MORE THAN IS STATISTICALLY LIKELY.

AWARENESSAWARENESS (More Afraid) Avian flu Drunk driving or other traffic hazards with a high profile case in the newsDrunk driving or other traffic hazards with a high profile case in the news (Less Afraid) “Regular” flu Drunk driving or other traffic hazards with no newsDrunk driving or other traffic hazards with no news (More Afraid) Avian flu Drunk driving or other traffic hazards with a high profile case in the newsDrunk driving or other traffic hazards with a high profile case in the news (Less Afraid) “Regular” flu Drunk driving or other traffic hazards with no newsDrunk driving or other traffic hazards with no news

The Relevance of Risk Perception to Public Safety 1. The Perception Gap can lead to real harms. 2. The risks that arise from people’s perceptions MUST be considered in policy making. 3. Understanding risk perception is a risk management tool for improving public health and safety. 1. The Perception Gap can lead to real harms. 2. The risks that arise from people’s perceptions MUST be considered in policy making. 3. Understanding risk perception is a risk management tool for improving public health and safety.

Risk Communication (Ropeik) Actions, words, and other interactions that incorporate and respect the perceptions of the information recipients, intended to help people make more informed decisions about threats to their health and safety.

David Ropeik Consultant in risk perception, risk communication, and risk management