UNDERSTANDING RISK PERCEPTION IN ORDER TO MANAGE

PUBLIC HEALTH RISKS

UNDERSTANDING RISK PERCEPTION IN ORDER TO MANAGE

PUBLIC HEALTH RISKS

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

TRUSTTRUST TRUSTTRUST

Less Trust• Business and Industry

• Politicians• A process that’s closed

More Trust• Consumer groups• Neutral experts

• A process that’s open

TRUSTTRUSTTRUSTTRUST

• In the communicator

• In the organization that’s supposed

to protect you

• In the organization creating the risk

• In the process

DREADDREADDREADDREAD

(More Afraid)• Anything associated with cancer (radiation,

pesticides) • Plane Crash

(Less Afraid)• Heart disease (# 1 cause of death in U.S.)• Motor vehicle crashes

ME or THEMME or THEMME or THEMME or THEM

• Terrorism to Americans in “The HoMEland” after September 11, 2001

• Will I get caught? Will I be in a crash?

NATURAL V. HUMAN-MADENATURAL V. HUMAN-MADENATURAL V. HUMAN-MADENATURAL V. HUMAN-MADE

(More Afraid)

• Industrial chemicals

• Technologies (GM food, nuclear power)

(Less Afraid)• Organic food

• Herbal remedies

`

BENEFIT vs. RISKBENEFIT vs. RISKBENEFIT vs. RISKBENEFIT vs. RISK

Vaccinations

Medical X rays

Prescription drugs

Drunk driving, speeding, texting/ Drunk driving, speeding, texting/ talking on your mobile phonetalking on your mobile phone

Vaccinations

Medical X rays

Prescription drugs

Drunk driving, speeding, texting/ Drunk driving, speeding, texting/ talking on your mobile phonetalking on your mobile phone

CONTROLCONTROL CONTROLCONTROL

(More Afraid)• Riding as a passenger in the front seat

of a motor vehicle.

(Less Afraid)• DrivingDriving a motor vehicle, (drunk,

aggressive driving, speeding, talking/texting

(More Afraid)• Riding as a passenger in the front seat

of a motor vehicle.

(Less Afraid)• DrivingDriving a motor vehicle, (drunk,

aggressive driving, speeding, talking/texting

CHOICECHOICE(is the risk (is the risk voluntaryvoluntary or or imposedimposed))

CHOICECHOICE(is the risk (is the risk voluntaryvoluntary or or imposedimposed))

(More Afraid)• That other ba_ _tard on the road driving

drunk, aggressively, too slow in the high speed lane, talking/texting on their cell phone

(Less Afraid)• YOU DOING ANY OF THOSE THINGS!YOU DOING ANY OF THOSE THINGS!

(More Afraid)• That other ba_ _tard on the road driving

drunk, aggressively, too slow in the high speed lane, talking/texting on their cell phone

(Less Afraid)• YOU DOING ANY OF THOSE THINGS!YOU DOING ANY OF THOSE THINGS!

OPTIMISIM BIASOPTIMISIM BIAS““It won’t happen to ME”It won’t happen to ME”

OPTIMISIM BIASOPTIMISIM BIAS““It won’t happen to ME”It won’t happen to ME”

We think we’ll be healthier, richer, happier, that our marriages will last longer, that

careers will be more successful, and that and that we won’t be involved in a traffic crash,we won’t be involved in a traffic crash,

MORE THAN IS

STATISTICALLY LIKELY.

We think we’ll be healthier, richer, happier, that our marriages will last longer, that

careers will be more successful, and that and that we won’t be involved in a traffic crash,we won’t be involved in a traffic crash,

MORE THAN IS

STATISTICALLY LIKELY.

AWARENESSAWARENESSAWARENESSAWARENESS

(More Afraid)• Avian flu• Drunk driving or other traffic hazards Drunk driving or other traffic hazards

with a high profile case in the newswith a high profile case in the news

(Less Afraid)• “Regular” flu• Drunk driving or other traffic hazards Drunk driving or other traffic hazards

with no newswith no news

(More Afraid)• Avian flu• Drunk driving or other traffic hazards Drunk driving or other traffic hazards

with a high profile case in the newswith a high profile case in the news

(Less Afraid)• “Regular” flu• Drunk driving or other traffic hazards Drunk driving or other traffic hazards

with no newswith no news

The Relevance of Risk Perception to Public Safety

1.1.The Perception GapThe Perception Gap can lead to real harms. can lead to real harms.

2.2.The risks that arise from people’s The risks that arise from people’s perceptions MUST be considered in policy perceptions MUST be considered in policy making.making.

3.3.Understanding risk perception is a Understanding risk perception is a risk risk management toolmanagement tool for improving public for improving public health and safety.health and safety.

1.1.The Perception GapThe Perception Gap can lead to real harms. can lead to real harms.

2.2.The risks that arise from people’s The risks that arise from people’s perceptions MUST be considered in policy perceptions MUST be considered in policy making.making.

3.3.Understanding risk perception is a Understanding risk perception is a risk risk management toolmanagement tool for improving public for improving public health and safety.health and safety.

Risk Communication (Ropeik)

Actions, words, and other Actions, words, and other interactions that incorporate interactions that incorporate and and respectrespect the perceptions of the perceptions of the information recipients, the information recipients, intended to help people make intended to help people make more informed decisions about more informed decisions about threats to their health and threats to their health and

safety.safety.

Actions, words, and other Actions, words, and other interactions that incorporate interactions that incorporate and and respectrespect the perceptions of the perceptions of the information recipients, the information recipients, intended to help people make intended to help people make more informed decisions about more informed decisions about threats to their health and threats to their health and

safety.safety.

David Ropeik Consultant in risk perception,

risk communication, and risk management dpr@dropeik.com www.dropeik.com 978 369-5675