Risk taking is a matter of format

Risk-taking is often associated with the character of a person. However, researchers have demonstrated that this behaviour greatly depends on the way people are presented a decision problem: most people decide to take risks when they face choices with negative outcomes (injuries), and choose safer options when they face positive consequences (dancing in the prom). Consequently, road safety, health promotion and injury prevention campaigns should convey risks in positive terms, and avoid communicating negative outcomes.

Risk-taking is often associated with the character of a person: some individuals are considered risk-takers and are said to lead risk-taking lives1. However, researchers have demonstrated that this behaviour greatly depends on the way people are presented a decision problem2, 3, 4. Indeed, most people decide to take risks when they face choices with negative outcomes3, 4 such as diseases or injuries. Conversely, most individuals choose safer options when they face positive consequences3, 4 like “dancing in the prom” or “playing with my children”.

Continue reading “Risk taking is a matter of format”

Impaired driving: Media is helping!

When reporters explain the causes of a collision and emphasize on drivers’ choices, they are also educating the public on how to prevent crashes, injuries, or fatalities. In fact, experimental studies have demonstrated that this type of journalism produces positive changes in the public’s perception of the problem.

Last week, I was glad to see that an impaired driving conviction was generously covered by the media and even made the front page of local newspapers1. In particular, Matt Kieltyka’s piece exhibited traits of what experts consider good road accident journalism: it contained a detailed description of the event, including its human context, antecedents, the aftermath, and it explained how drinking and driving led to the death of a little girl1.

Continue reading “Impaired driving: Media is helping!”

Audience analytics for road safety: personality traits

In order to be effective at educating the public, road safety campaigns must answer basic questions about drivers: who are they? Are there any identifiable groups? What gets their attention? How to communicate effectively with each of them? In this post, I will these questions in terms of personality traits. As I will describe, psychological research on this area has proven to be very useful for road safety and injury prevention in general.

In order to be effective at educating the public, road safety campaigns must answer basic questions about drivers: who are they? Are there any identifiable groups? What gets their attention? How to communicate effectively with them? In this post, I will answer these questions in terms of personality traits, because psychological research on this area has proven to be very useful for road safety and injury prevention in general.

Continue reading “Audience analytics for road safety: personality traits”

Playboy model is defeating scientists in PR battle over vaccines

Although the scientific paper that spawned fear of vaccines was officially retracted in February 2010 1, many parents are still reluctant to immunize their children. Yes, the anti-vaccination movement is still alive and kicking 2, and the paper is far from being retracted in the arena of public opinion 3. Why is this happening?

Although the scientific paper that spawned fear of vaccines was officially retracted in February 20101, many parents are still reluctant to immunize their children. Yes, the anti-vaccination movement is still alive and kicking 2, and the paper is far from being retracted in the arena of public opinion 3. Why is this happening?

Continue reading “Playboy model is defeating scientists in PR battle over vaccines”

The psychology of the anti-vaccination movement

In the last decade, parents in the whole world have come to believe that the risks associated to the use of vaccines are greater than the dangers of the diseases themselves. In the first minute of this clip, Professor Richard Dawkins and Dr. Michael Fitzpatrick explain why many parents were so easily dissuaded from vaccinating their kids.

In the last decade, parents in the whole world have come to believe that the risks associated to the use of vaccines are greater than the dangers of the diseases themselves. In the first minute of this clip, Professor Richard Dawkins and Dr. Michael Fitzpatrick explain why many parents were so easily dissuaded from vaccinating their kids. Their account is consistent with psychological research on decision making:

Continue reading “The psychology of the anti-vaccination movement”