This is Part Two (of five) of my 1991 video, "Risk = Hazard + Outrage: A Formula for Effective Risk Communication." In January 2012 the American Industrial Hygiene Association stopped selling the video, and the rights reverted to me, enabling me to put it on Vimeo.
Part Two discusses three components of outrage (and part of a fourth) and what to do about them: voluntary versus coerced; natural versus industrial; familiar versus exotic; and memorable versus not memorable.
The next segment -- Part Three -- is at vimeo.com/35425987. It continues the discussion of the principal outrage components and how to deal with them.
(Note that I uploaded the original VOB files from the AIHA DVD, and haven't figured out to link them. Some of the "parts" begin and end arbitrarily.)