RISK PERCEPTION Why some risks are scarier than others.
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Transcript of RISK PERCEPTION Why some risks are scarier than others.
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RISK PERCEPTIONWhy some risks are scarier than others
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The Emotional Brain, Joseph LeDoux, Simon&Schuster, 1996
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1. TRUST
• The communicator
• The organization that’s supposed to protect you
• The organization creating the risk
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1. TRUST
(Less Trust/Impact)• Anything connected with industry• Communications from politicians• Inept government safety agencies
(More Trust/Impact)• Anything connected with consumer groups
• Communications from neutral experts (doctors, academics)
• Competent government safety agencies
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Who do you trust more
re:genetically modified food?
The company that makes it…
…orenvironmentalists concerned about
it?
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2. HARM V. BENEFIT
Examples…
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2. HARM V. BENEFIT
Examples…
Vaccinations
Medical X rays
Prescription drugs
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3. CONTROL
Examples…
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3. CONTROL
Examples…
(More Afraid)• Flying• Riding as a passenger in the front seat of a motor vehicle• A process in which you can NOT participate
(Less Afraid)• Riding a bicycle • Driving a motor vehicle• A process in which you CAN participate
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4. CHOICE(is the risk voluntary or imposed)
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4. CHOICE(is the risk voluntary or imposed)
(More Afraid)• Food with a harmful ingredient NOT listed on
the label• The government chooses your town for a
nuclear waste repository (Less Afraid)
• Food with a harmful ingredient that IS listed on the label
• INVITING the government to locate the nuclear waste repository in your town
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5. NATURAL V. HUMAN-MADE
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5. NATURAL V. HUMAN-MADE
(More Afraid)• Industrial chemicals• Technologies (GM food, nuclear
power)
(Less Afraid)• Organic food• Herbal remedies
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6. PAIN AND SUFFERING
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6. PAIN AND SUFFERING
(More Afraid)• Anything associated with radiation (cancer)• Pesticides (cancer)• Plane Crash
(Less Afraid)• Heart disease (leading cause of death in the U.S.)• Flu• Food poisoning
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7. CATASTROPHIC or CHRONIC
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7. CATASTROPHIC or CHRONIC
(More Afraid)• Terrorism• Plane crashes• Oil spills
(Less Afraid)• Heart disease• Stroke• Ocean ‘dead zones’, acidification
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8. UNCERTAINTY(When we don’t have all the answers, or
we have them but don’t understand them.)
1. CAN’T DETECT IT (radiation, chemicals)
2. CAN’T UNDERSTAND IT (radiation, GM foods)
3. SCIENCE DOESN’T HAVE THE ANSWERS (endocrine disruptors, nanotechnology)
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8. UNCERTAINTY(When we don’t have all the answers, or
we have them but don’t understand them.)
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8. UNCERTAINTY(When we don’t have all the answers, or
we have them but don’t understand them.)
(More Afraid)• New technologies• Terrorism• Radiation, chemicals, complex technologies/issues• Conflicting scientific studies (hormone repl. therapy)
(Less Afraid – we know more now.)• Artificial sweeteners, microwave ovens, electrical &
magnetic fields, silicone breast implants
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9. ME OR THEM
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9. ME OR THEM
• “It’s Only 1 in a Million!”
• Terrorism to Americans in “The HoMEland” after September 11, 2001
• Radiation from power lines when such a line is installed near your home
• HIV/AIDS
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10. FAMILIAR V. NEW
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10. FAMILIAR V. NEW
(More Afraid)• West Nile Virus in year one.• “Swine” flu, “Bird” flu
(Less Afraid)• West Nile Virus in year two, three….• “Regular” influenza
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11. CHILDREN
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11. CHILDREN
• Suspect chemicals in children’s Suspect chemicals in children’s productsproducts
• AbductionAbduction• Pollution problems in schoolsPollution problems in schools
(PCB window caulk)(PCB window caulk)
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12. PERSONIFICATION
• 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
• Concern about medical errors increases when we learn of a victim of a doctor’s mistake
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Iraq & Afghanistan Troops Killed
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13. FAIRNESS
(More Afraid)• Risks to the sick, the elderly, the handicapped,
the poor• If you get none of the benefits, and all the risk
(Less Afraid)• Risks to workers, the rich, the powerful• If you enjoy some of the benefits along with the
risk
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The Perception Gap
…… can lead to real harms
Individual choices
Stress
Social misallocation of resources
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The Perception GapThe Perception Gap
Chronic Stress Causes…
• CARDIOVASCULAR PROBLEMS
• WEAKENED IMMUNE SYSTEM
• ELEVATED RISK OF ADULT-ONSET DIABETES
• ELEVATED RISK OF CLINICAL DEPRESSION
• IMPAIRED GROWTH, MEMORY, FERTILITY
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The Perception GapThe Perception Gap
…… can lead to real harms
Individual choices
Stress
Social misallocation of
resources
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Causes of Death/Research SpendingCauses of Death/Research Spending U.S. - 2005 U.S. - 2005 (source: CDC)(source: CDC)
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Making Healthier Choices
• Keep an open mind.• Give yourself time. • Get more information. Be a smarter news
consumer.• Neutral sources. Question source bias.• Think about trade-offs, bigger picture• Avoid confirmation bias
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