RISK PERCEPTION PSYCHOLOGY Why our fears sometimes don’t match the facts

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

Politicians, Spokespeople Neutral experts, scientists TRUST LESS Business and Industry Politicians, Spokespeople Strangers MORE Consumer groups Neutral experts, scientists People you know

TRUST In the communicator In the organization that’s supposed to protect you (the regulator) In the organization creating the risk In the process

RISK v. BENEFIT More benefit = Less risk Nuclear radiation in a medical setting No greenhouse gas emissions, OR PARTICULATES Less benefit = More risk Nuclear power, waste

CONTROL More Afraid Less Afraid Riding as a passenger in the front seat of a motor vehicle A process in which you can NOT participate Less Afraid Driving a motor vehicle A process in which you CAN participate

CHOICE (is the risk voluntary or imposed) More Afraid The government chooses your community for a facility to dispose of nuclear waste. Less Afraid Your community volunteers as a site for a facility to dispose of nuclear waste.

NATURAL V. HUMAN-MADE More Afraid Technologies (GM food, nuclear power) Less Afraid “Renewable” power (the sun and wind)

PAIN AND SUFFERING More Afraid (Less Afraid) Anything associated with cancer - radiation, (Less Afraid) Heart disease (more likely)

CATASTROPHIC or CHRONIC More Afraid Nuclear “disaster” – Chernobyl, Fukushima Less Afraid Chronic air pollution from fossil fuels

UNCERTAINTY I can’t detect it with my senses (nuclear) I can’t understand it (nuclear) No one is really sure what the answers are (NOT nuclear! Studies on Japanese survivors tell us a lot about the health risk of radiation.)

NEW or FAMILIAR More Afraid Less Afraid Nuclear power plants in new areas Ebola Less Afraid Nuclear power plants where they already exist Influenza

AWARENESS More Afraid Less Afraid Terrorism Avian flu Nuclear power after a major event Less Afraid Heart disease Influenza Fossil fuel pollution (until it’s associated with air pollution like in China, and climate change)

Risk Relationship Management (formerly known as risk communication) Actions, messages, and other interactions that demonstrate an understanding of and respect for the feelings of the other parties, in order to build trust, foster more constructive relationships, and increase your influence on the choices people make about their health and safety.

David Ropeik Consultant in risk perception, risk communication, risk management dpr@dropeik.com, www.dropeik.com 978 369-5675