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

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Risk does not equal

RISK DOES NOT EQUAL

HAZARD X EXPOSURE


Risk hazard x exposure x perception

Risk = Hazard X Exposurex PERCEPTION


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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