In his 2008 book, Risk: The Science and Politics of Fear, Canadian academic Dan Gardner sought to trace humanity's various ills to one source—our inability to accurately evaluate risk. He posits that ...

More Americans now believe e-cigarettes are more harmful than traditional cigarettes. Researchers analyzed a decade of ...

(top) Reaction time vs. difference between acute deterioration risk of reference condition (prostate cancer) and various conditions. (bottom). Risk perception and spatial response are clearly related.

DTC Drug Ads: New Study Finds Perception of Risks Diluted by Lengthy Side Effects List A study on direct-to-consumer (DTC) drug advertising published Monday in Nature Human Behavior finds that ...

Light, Nicholas; Fernbach, Philip M. Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk. Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1152-1170. Evoking simplicity in ...

A University of Florida study categorized human actions into alligator risk levels, from no risk to high risk. High-risk behaviors include intentionally interacting with alligators or swimming in ...

How is it that two people can see the same thing and have a completely different understanding of what happened? Two leaders can look at the same numbers, hear the same news or face the same challenge ...

In Part One of this pair of posts, I offered the bad news that the human system of risk perception, which has done such a fabulous job of figuring out the relatively simple and obvious risks that ...