1. RISK PERCEPTION Why some risks are scarier than others

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

8. 1. TRUST The communicator The organization that’s supposed to protect you The organization creating the risk

9. 1. TRUST (Less Trust/Impact) Anything connected with industry Communications from politicians Inept government safety agencies (More Trust/Impact) Anything connected with consumer groups Communications from neutral experts (doctors, academics) Competent government safety agencies

10. Who do you trust more re:genetically modified food? The company that makes it… …or environmentalists concerned about it?

11. http://www.verolabs.com

12. 2. HARM V. BENEFIT Examples…

13. 2. HARM V. BENEFIT Examples… Vaccinations Medical X rays Prescription drugs

14. 3. CONTROL Examples…

15. 3. CONTROL Examples… (More Afraid) Flying Riding as a passenger in the front seat of a motor vehicle A process in which you can NOT participate (Less Afraid) Riding a bicycle Driving a motor vehicle A process in which you CAN participate

16. 4. CHOICE (is the risk voluntary or imposed)

17. (More Afraid) Food with a harmful ingredient NOT listed on the label The government chooses your town for a nuclear waste repository (Less Afraid) Food with a harmful ingredient that IS listed on the label INVITING the government to locate the nuclear waste repository in your town

18. 5. NATURAL V. HUMAN- MADE

19. (More Afraid) Industrial chemicals Technologies (GM food, nuclear power) (Less Afraid) Organic food Herbal remedies

21. 6. PAIN AND SUFFERING

22. (More Afraid) Anything associated with radiation (cancer) Pesticides (cancer) Plane Crash (Less Afraid) Heart disease (leading cause of death in the U.S.) Flu Food poisoning

23. 7. CATASTROPHIC or CHRONIC

24. (More Afraid) Terrorism Plane crashes Oil spills (Less Afraid) Heart disease Stroke Ocean ‘dead zones’, acidification

25. 8. UNCERTAINTY (When we don’t have all the answers, or we have them but don’t understand them.) 1. CAN’T DETECT IT (radiation, chemicals) 2. CAN’T UNDERSTAND IT (radiation, GM foods) 3. SCIENCE DOESN’T HAVE THE ANSWERS (endocrine disruptors, nanotechnology)

26. 8. UNCERTAINTY (When we don’t have all the answers, or we have them but don’t understand them.)

27. (More Afraid) New technologies Terrorism Radiation, chemicals, complex technologies/issues Conflicting scientific studies (hormone repl. therapy) (Less Afraid – we know more now.) Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants

28. 9. ME OR THEM

29. “It’s Only 1 in a Million!” Terrorism to Americans in “The Ho ME land” after September 11, 2001 Radiation from power lines when such a line is installed near your home HIV/AIDS

30. 10. FAMILIAR V. NEW

31. (More Afraid) West Nile Virus in year one. “Swine” flu, “Bird” flu (Less Afraid) West Nile Virus in year two, three…. “Regular” influenza

32. 11. CHILDREN

33. Suspect chemicals in children’s productsSuspect chemicals in children’s products AbductionAbduction Pollution problems in schoolsPollution problems in schools (PCB window caulk) (PCB window caulk)

34. 12. PERSONIFICATION Fear of child abduction rises when there is a specific case in the news Fear of war rises after we see pictures of the dead and injured Concern about medical errors increases when we learn of a victim of a doctor’s mistake

35. Iraq & Afghanistan Troops Killed

36. 13. FAIRNESS (More Afraid) Risks to the sick, the elderly, the handicapped, the poor If you get none of the benefits, and all the risk (Less Afraid) Risks to workers, the rich, the powerful If you enjoy some of the benefits along with the risk

37. The Perception Gap …… can lead to real harms  Individual choices  Stress  Social misallocation of resources

38. The Perception Gap Chronic Stress Causes… CARDIOVASCULAR PROBLEMS WEAKENED IMMUNE SYSTEM ELEVATED RISK OF ADULT-ONSET DIABETES ELEVATED RISK OF CLINICAL DEPRESSION IMPAIRED GROWTH, MEMORY, FERTILITY

39. The Perception Gap …… can lead to real harms  Individual choices  Stress  Social misallocation of resources

40. Causes of Death/Research Spending U.S. - 2005 (source: CDC)

41. Making Healthier Choices Keep an open mind. Give yourself time. Get more information. Be a smarter news consumer. Neutral sources. Question source bias. Think about trade-offs, bigger picture Avoid confirmation bias