Pesticides and Risk Communication PPP-52 - Purdue Pesticide ...

The Art and Science
of Risk Communication
Professionals who make their living managing risks and hazards
think principally about the physical characteristics of substances. If the
hazard they manage is a pesticide, they think about its toxicity and
volatility, its effectiveness in controlling the target pest, the likelihood of
its contaminating ground water, its persistency in the environment, etc.
In contrast, when people have concerns regarding hazards managed
by others, they tend to think less about the substance itself and more
about personal impact, fairness, and control. If the hazard is a pesticide,
people may worry about whether there are pesticide residues in or on
the foods they buy, or whether their children are exposed to pesticides
at school. Those who fear exposure to a hazard beyond their control
may be justifiably concerned: Why am I or my children being exposed?
The following table summarizes factors shown to influence risk
perception. These factors help to explain why farmers or commercial
applicators who have used pesticides for years might perceive their risk
lower than would urbanites who view pesticides as unnatural,
nonbeneficial, and beyond their control.
22
Positive Perception Negative Perception
Questions About the Product (viewed as less risky) (viewed as more risky)
Who makes it? Occurs in nature Man-made
Who benefits from it? I do Others do
How important are the benefits? Compelling Vague
Is the risk familiar? Yes No
Are effects immediate? Yes No (delayed)
How serious are the effects? Not very Dramatic
Is exposure controllable? Yes No
Who controls my exposure to it? I do Others do
Is there visible risk? Yes No
Is its use a moral issue? No Yes
Has it ever received memorable media attention? No Yes
Is my exposure voluntary? Yes No
Is there a fairness issue? No Yes
Are there scientific answers? Yes No
Is the risk old or new? Old New
Who does it affect? Not me Me
Where is it used? Not in my backyard In my backyard
Is the risk controllable? Yes No