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RISK DOES NOT EQUAL

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RISK DOES NOT EQUAL. HAZARD X EXPOSURE. Risk = Hazard X Exposure x PERCEPTION. “By the animal instinct that is awakened in us we are led and protected. It is not conscious; it is far quicker, much more sure, less fallible, than consciousness.” Erich Maria Remarque,

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risk does not equal
RISK DOES NOT EQUAL

HAZARD X EXPOSURE

risk perception

“By the animal instinct that is awakened in us we are led and protected. It is not conscious; it is far quicker, much more sure, less fallible, than consciousness.”

Erich Maria Remarque,

All Quiet on the Western Front

RISK PERCEPTION
1 trust
1. TRUST
  • The more we trust, the less afraid we will be.
  • The less we trust, the more afraid we will be.
1 trust1
1. TRUST

(More Afraid)

  • Anything connected with industry
  • Communications from politicians
  • A decision making process that’s closed

(Less Afraid)

  • Anything connected with consumer groups
  • Communications from neutral experts (doctors, academics)
  • A decision making process that’s open
1 trust2
1. TRUST
  • In the communicator
  • In the agency that’s supposed to protect you
  • In the organization creating the risk
  • In the process
2 benefit v harm
2. BENEFIT v. HARM
  • Vaccinations
  • Using a cell phone while you drive
  • Medical X rays, prescription drugs
  • That “nice healthy” tan
3 control
3. CONTROL

(More Afraid)

  • Flying
  • Riding as a passenger in the front seat of a motor vehicle
  • A government process in which you can NOT participate

(Less Afraid)

  • Riding a bike
  • Driving a motor vehicle
  • A government process in which you CAN participate
4 choice
4. CHOICE

(More Afraid)

  • A drug with a side effect NOT reported by the

company

  • A nuclear waste repository a company proposes to build in

your town

(Less Afraid)

  • A drug with a side effect that IS reported by the

company

  • INVITING the nuclear waste repository to locate in

your town

5 natural v human made
5. NATURAL V. HUMAN-MADE

(More Afraid)

  • Industrial chemicals
  • Technologies (cell phones, GM food, nuclear

power)

  • Prescription drugs

(Less Afraid)

  • Organic food
  • Herbal remedies
6 dread
6. DREAD

(More Afraid)

  • Plane crash
  • Anything associated with radiation (cancer)
  • Pesticides (cancer)

(Less Afraid)

  • Heart disease
  • Accidents
7 catastrophic or chronic
7. CATASTROPHIC orCHRONIC

(More Afraid)

  • Terrorism
  • Plane crashes

(Less Afraid)

  • Heart disease, stroke, infectious diseases
  • Motor vehicle crashes
8 uncertainty when we don t have all the answers or they re hard to understand
8. UNCERTAINTY(When we don’t have all the answers, or they’re hard to understand.)

(More Afraid)

  • Terrorism
  • New technologies
  • Radiation, chemical products

(Less Afraid)

  • Artificial Sweeteners
  • Microwave ovens
  • Electrical and magnetic fields
9 me or them personal vs statistical
9. ME OR THEM(Personal vs. Statistical)
  • Terrorism in “The HoMEland” after September 11, 2001
  • Mad Cow disease in Washington State, where the first infected cow in the U.S. was found, versus Washington D.C.
10 familiar v new
10. FAMILIAR V. NEW

(More Afraid)

  • West Nile Virus when it first arrived in U.S. cities
  • Mad Cow disease in the U.K. in the 90’s
  • SARS - 2002

(Less Afraid)

  • West Nile Virus those cities now
  • Mad Cow disease in England now
  • Influenza - 2002
11 children
11. CHILDREN
  • Vaccinations
  • Mercury
  • Abduction
  • Pesticides
12 equity
12. EQUITY

(More Afraid)

  • Risks to the sick, the handicapped, the poor
  • Victims of risk who get none of the benefits

(Less Afraid)

  • Risks to the healthy, the able-bodied, the rich
  • People who get some of the benefits along with the risk
13 awareness
13. AWARENESS

(More Afraid)

  • Terrorism
  • Cell phones and driving

(Less Afraid)

  • Indoor air pollution
  • Heart disease
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