Risk: How you see it, react and communicate

This paper presents a discussion of risks in modern society. They are becoming increasingly important in management and everyday life and communication problems are abundant. How are risks perceived? How do people react? How can communication be improved? Risks pertaining to people in general are usually seen as much larger than those for one's own person. The concept of risk is interpreted in different ways by different persons. Those who stress consequences tend to give higher risk ratings. Implications for risk communication and for the measurement of risk perception are discussed.