Subjectivity in Risk Assessment

In my book The Power of Risk (Maxwell Press), I discuss how we see a risk as less threatening if we see the value the potential rewards of the risk.  By contrast, to the extent we do not value the potential rewards of a risk, we tend to see the risk as more threatening.

It is interesting to see that Baruch Fischhoff and John Kadvany in their book Risk, A Very Short Introduction (Oxford University Press) cite research that shows that both individuals and societies accept greater risks from voluntary hazards than from involuntary ones.
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Similar concept.

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