The Perception Gap: Recognizing and managing the risks that arise when we get risk wrong.

Many in the academic, science, and business communities are frustrated at how people perceive and respond to risk, lamenting that the lay public is sometimes more afraid of some threats than the evidence warrants, and less afraid of some dangers than the evidence warns. This is often ascribed to the alarmist way the news media cover risk-related subjects. That criticism is simplistic and unproductive, and ignores or dismisses the large body of research that finds that the perception of risk is not, and can never be, perfectly rational. Risk perception among members of the public, the media, and members of the academic, scientific, and business communities, is ultimately subjective. The gap between our fears and the evidence is not simply the product of alarmist media reporting. This 'Perception Gap' poses significant risks in and of itself, influencing the choices we make as individuals and as a society. The roots of the Perception Gap must be understood if we are to recognize the dangers that can arise when we sometimes get risk wrong, and in order that we may more wisely manage those risks as actively as we manage toxicological or food or other risks with which we are more familiar.