Sometimes the risks that receive the most attention in hindsight are actually less likely than what we realise. But there are important reasons for finding effective ways to respond to high-profile risks. Thinking through risk and taking a rational approach to mitigating it, or becoming more resilient to it, may mean looking at risk in terms of applying regulations that reduce threats of harm from the start (as in the case of reducing risk through positive reinforcement), or better understanding how populations respond to risky behaviours like smoking.
Instead of analysing the risk, people often respond to the emotion or feeling a particular risk will incite. Risk of a large earthquake, nuclear meltdown, or lung cancer from smoking cigarettes are all risks that may produce emotional responses, what Professor Paul Slovic, a leader in psychological research of risk perception has called ‘the feeling of risk’, also known in psychology as the affect heuristic – the positive or negative feelings we associate with experience. Affect is used as a kind of mental shortcut in order for people to make decisions or solve problems quickly, it is also better known as ‘gut feeling’. Read the rest of this entry »