Risk perception:thinking vs. feeling *

By Rusty Cawley, APR | ColdCrisis.tv

* Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 1, topic 2.

Ground zero

How people think

How people feel

‘U-phoria’

An exercise in risk perception from the NCFPD

Introducing … U-phoria!

• Developed by a leading university.

• Took 16 years to develop.

• Provides a boost in short-term memory.

• Pleasant feeling during times of stress.

• Lasts 24 to 36 hours.• Multiple trials.

Questions?

Yes!

Please remain standing if you are willing to take U-phoria if

the odds of the side effect are …

1 in a billion?

1 in a million?

1 in 100,000?

1 in 1,000?

1 in 100?

An absolute certainty?

The perception of risk varies with the individual who is considering the risk.

Three basic concepts

1. Everything involves risk.

2. We cannot achieve zero risk.

3. Options exist for managing risk.

Thinking

Hazard

Probability

Feeling

Consequences

Value

Thinking• Hazard• Probability

Feeling• Consequences• Value

• Crisis communication• Outrage management• Precaution advocacy

Risk = Hazard + Outrage

Crisis communication

‘Let’s get through this together.’

Hazard Outrage

Outrage management

‘Let’s work together to find a solution.’

Hazard

Outrage

Precaution advocacy

‘Watch out!’

Hazard

Outrage

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