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

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

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

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

10. 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

11. 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

12. 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.

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

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

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

17. 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.)

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

19. 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)

20. 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.

22. David Ropeik Consultant in risk perception, risk communication, risk management