Factors tending to                            Factors tending to

increase risk perception                   decrease risk perception

 

Involuntary                                       Voluntary

(“having” to live on a fault )             (“knowingly” live on a fault )          

 

Uncontrollable                                  Controllable

(passenger in a car)                            (driving a car)

 

Immediate Impact                           Delayed Impact

(wildfire)                                            (global warming)                  

 

Dreaded Hazard                               Common Hazard

(cancer)                                               (heart attack)

 

Much Media Attention                    Little Media Attention

(nuclear power plant)                        (coal burning power plant)

 

Many Fatalities per event               Few Fatalities per event

(jet-liner crash)                                  (car crash)

 

Unfamiliar Hazard                           Familiar Hazard

(lahar or debris flow)                         (river flood)

 

Not Well Understood                       Well Understood

(nuclear waste)                                   (coal-burning waste)