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

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

3. httphttp://www.verolabs.com/

4. 2. HARM V. BENEFIT Vaccinations Medical X rays Prescription drugs Vaccinations Medical X rays Prescription drugs

5. 3. CONTROL (ability to influence events as they occur) (More Afraid) Flying Flying Riding as a passenger in the front seat of a motor vehicle Riding as a passenger in the front seat of a motor vehicle A process in which you can NOT participate A process in which you can NOT participate (Less Afraid) Riding a bicycle Riding a bicycle Driving a motor vehicle Driving a motor vehicle A process in which you CAN participate A process in which you CAN participate (More Afraid) Flying Flying Riding as a passenger in the front seat of a motor vehicle Riding as a passenger in the front seat of a motor vehicle A process in which you can NOT participate A process in which you can NOT participate (Less Afraid) Riding a bicycle Riding a bicycle Driving a motor vehicle Driving a motor vehicle A process in which you CAN participate A process in which you CAN participate

6. 4. CHOICE (is the risk voluntary or imposed) (More Afraid) Food with a harmful ingredient NOT listed on the label Food with a harmful ingredient NOT listed on the label The government chooses your town for a nuclear waste repository The government chooses your town for a nuclear waste repository (Less Afraid) Food with a harmful ingredient that IS listed on the label Food with a harmful ingredient that IS listed on the label INVITING the government to locate the nuclear waste repository in your town INVITING the government to locate the nuclear waste repository in your town (More Afraid) Food with a harmful ingredient NOT listed on the label Food with a harmful ingredient NOT listed on the label The government chooses your town for a nuclear waste repository The government chooses your town for a nuclear waste repository (Less Afraid) Food with a harmful ingredient that IS listed on the label Food with a harmful ingredient that IS listed on the label INVITING the government to locate the nuclear waste repository in your town INVITING the government to locate the nuclear waste repository in your town

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

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

10. 7. CATASTROPHIC or CHRONIC (More Afraid) Terrorism Terrorism Plane crashes Plane crashes Industrial accidents (Bhopal, Chernobyl) Industrial accidents (Bhopal, Chernobyl) (Less Afraid) Heart disease Heart disease Stroke Stroke Motor vehicle crashes Motor vehicle crashes (More Afraid) Terrorism Terrorism Plane crashes Plane crashes Industrial accidents (Bhopal, Chernobyl) Industrial accidents (Bhopal, Chernobyl) (Less Afraid) Heart disease Heart disease Stroke Stroke Motor vehicle crashes Motor vehicle crashes

11. 8. UNCERTAINTY (When we don’t have all the answers, or we have them but don’t understand them.) (More Afraid) New technologies New technologies Terrorism Terrorism Radiation, chemicals, complex technologies/issues Radiation, chemicals, complex technologies/issues Conflicting scientific studies (hormone repl. therapy) Conflicting scientific studies (hormone repl. therapy) (Less Afraid) Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants (More Afraid) New technologies New technologies Terrorism Terrorism Radiation, chemicals, complex technologies/issues Radiation, chemicals, complex technologies/issues Conflicting scientific studies (hormone repl. therapy) Conflicting scientific studies (hormone repl. therapy) (Less Afraid) Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants

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

13. 9. ME OR THEM Terrorism to Americans in “The Ho ME land” after September 11, 2001 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 Radiation from power lines when such a line is installed near your home HIV/AIDS HIV/AIDS Terrorism to Americans in “The Ho ME land” after September 11, 2001 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 Radiation from power lines when such a line is installed near your home HIV/AIDS HIV/AIDS

14. 10. FAMILIAR V. NEW (More Afraid) West Nile Virus in year one. West Nile Virus in year one. “Swine” influenza (H5N1) “Swine” influenza (H5N1) Texting while driving Texting while driving (Less Afraid) West Nile Virus in year two, three…. West Nile Virus in year two, three…. “Regular” influenza “Regular” influenza Phoning while driving Phoning while driving (More Afraid) West Nile Virus in year one. West Nile Virus in year one. “Swine” influenza (H5N1) “Swine” influenza (H5N1) Texting while driving Texting while driving (Less Afraid) West Nile Virus in year two, three…. West Nile Virus in year two, three…. “Regular” influenza “Regular” influenza Phoning while driving Phoning while driving

15. 11. CHILDREN Plastics in children’s toys Plastics in children’s toys Abduction Abduction Pollution problems in schools Pollution problems in schools (PCB window caulk) (PCB window caulk) Plastics in children’s toys Plastics in children’s toys Abduction Abduction Pollution problems in schools Pollution problems in schools (PCB window caulk) (PCB window caulk)

16. 12. PERSONIFICATION Fear of child abduction rises when there is a specific case in the news 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 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 Concern about medical errors increases when we learn of a victim of a doctor’s mistake Fear of child abduction rises when there is a specific case in the news 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 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 Concern about medical errors increases when we learn of a victim of a doctor’s mistake

17. Michelle Gardner Quinn 1985 - 2006

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

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

20. The Perception Gap CARDIOVASCULAR PROBLEMS WEAKENED IMMUNE SYSTEM ELEVATED RISK OF ADULT-ONSET DIABETES ELEVATED RISK OF CLINICAL DEPRESSION IMPAIRED GROWTH, MEMORY, FERTILITY CARDIOVASCULAR PROBLEMS WEAKENED IMMUNE SYSTEM ELEVATED RISK OF ADULT-ONSET DIABETES ELEVATED RISK OF CLINICAL DEPRESSION IMPAIRED GROWTH, MEMORY, FERTILITY

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

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

23. Making Healthier Choices Keep an open mind Keep an open mind Give yourself time Give yourself time Get more information. Be a smarter news Get more information. Be a smarter news consumer consumer Neutral sources Neutral sources Think about trade-offs Think about trade-offs Avoid confirmation bias Avoid confirmation bias Fight cultural cognition Fight cultural cognition