The Psychology of Risk Communication

Thinking, Fast and Slow

This flow traces how wording, vividness, and frequency formats change the perceived danger of identical risks.

increasing

Bearing strength in each event

decreasing

Abstract Probability Abstract Probability from "Thinking, Fast and Slow". Decimal Distance Small Risk A probability such as 0.001% feels abstract and remote. Weak Comparison People struggle to distinguish nearby tiny probabilities.

Abstract Probability from "Thinking, Fast and Slow". Decimal Distance Small Risk A probability such as 0.001% feels abstract and remote. Weak Comparison People struggle to distinguish nearby tiny probabilities.

Decimal Distance Small Risk A probability such as 0.001% feels abstract and remote. Weak Comparison People struggle to distinguish nearby tiny probabilities.

Frequency Format Frequency Format from "Thinking, Fast and Slow". One Child in a Thousand Concrete Victim A frequency statement creates an image of one disabled child. Denominator Loss The safe majority fades from attention.

Frequency Format from "Thinking, Fast and Slow". One Child in a Thousand Concrete Victim A frequency statement creates an image of one disabled child. Denominator Loss The safe majority fades from attention.

One Child in a Thousand Concrete Victim A frequency statement creates an image of one disabled child. Denominator Loss The safe majority fades from attention.

Forensic Risk Forensic Risk from "Thinking, Fast and Slow". Mr. Jones Same Statistic Professionals hear either a 10% probability or ten cases in a hundred.

Forensic Risk from "Thinking, Fast and Slow". Mr. Jones Same Statistic Professionals hear either a 10% probability or ten cases in a hundred.

Mr. Jones Same Statistic Professionals hear either a 10% probability or ten cases in a hundred. Different Decision The frequency frame produces more hospital discharge denials.

Vivid Outcomes Vivid Outcomes from "Thinking, Fast and Slow". Roses and Shocks Imagined Event A vivid outcome dominates attention even when its price and probability are supplied.

Vivid Outcomes from "Thinking, Fast and Slow". Roses and Shocks Imagined Event A vivid outcome dominates attention even when its price and probability are supplied.

Roses and Shocks Imagined Event A vivid outcome dominates attention even when its price and probability are supplied. Probability Neglect Rich representation reduces sensitivity to changing odds.

Risk Manipulation Risk Manipulation from "Thinking, Fast and Slow". Frames as Tools Advocacy Lawyers and campaigners choose formats that make danger or uncertainty salient.

Risk Manipulation from "Thinking, Fast and Slow". Frames as Tools Advocacy Lawyers and campaigners choose formats that make danger or uncertainty salient.

Frames as Tools Advocacy Lawyers and campaigners choose formats that make danger or uncertainty salient. Critical Reading A responsible reader translates risk into multiple equivalent representations.

During the rare-events chapter

Immediately after abstract-risk examples

Later in the rare-events discussion

Near the end of the probability discussion

At the close of Part 4