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Most people evaluate risk on a nonscientific basis. Most risks are dealt with on the most efficient basis if addressed with a combination of a scientific basis of ranking threats from greatest to least adjusted with most easily addressed to most difficult to attain.

However people generally evaluate risk against internal criteria such as:

  • familiarity (they are more afraid of the unfamiliar)
  • control (if they think they are in charge whether true or false they are more comfortable)
  • herd instinct (if everyone else seems to care, they care too)
  • self censoring (if it is too scary they want to ignore it)
  • can't be seen (if its to small or too far in the future it isn't there)
  • too difficult to comprehend (if it is too complex they either over react or ignore the issue)

As a consequence environmental issues are often ignored because they require a lot of knowledge to understand (climate change, are hyped by pundits and fear mongers (nuclear power), too scary (extermination of marine life) etc.

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