Acknowledgments
Introduction
Chapter 1 This is Your Brain on Fear
The Amygdala to the Rescue: Hard-Wired to Fear First and Think Second
The Fear Response Continues
Built-In Fears
Chapter 2 Bounded Rationality: Because Reason Alone Can't Keep You Safe
Mental Shortcuts for Making Decisions
The Framing Effect
Categorization: The Representativeness Effect
Loss Aversion
Anchoring and Adjustment
The Awareness/Ready Recall Effect
Innumeracy
Optimism Bias
Chapter 3 Fear Factors: Why Some Threats Feel Scarier Than Others
Principles behind Risk Perception Factors. Risk Perception Factor 1: TrustRisk Perception Factor 2: Risk versus Benefit
Risk Perception Factor 3: Control
Risk Perception Factor 4: Choice
Risk Perception Factor 5: Is the Risk Natural or Human-Made?
Risk Perception Factor 6: Pain and Suffering
Risk Perception Factor 7: Uncertainty
Risk Perception Factor 8: Catastrophic or Chronic
Risk Perception Factor 9: Can It Happen to Me?
Risk Perception Factor 10: Is the Risk New or Familiar?
Risk Perception Factor 11: Risks to Children
Risk Perception Factor 12: Personification
Risk Perception Factor 13: Fairness. Risk Perception Factors ReduxChapter 4 The Wisdom or the Madness of the Crowd?
A Conversation about Climate Change
Cultural Cognition
Chicken Little, Pollyanna, and Other Social Forces
And That 's the Way It Is
Chapter 5 Closing the Perception Gap
The Risk of Getting Risk "Wrong" as Individuals
The Risk of Getting Risk "Wrong" as a Society
Toward Healthier Individual Choices
Toward Healthier Choices as a Society
Closing Thoughts
Endnotes
Index
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