This is Part Three (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 Three continues my discussion of the 12 principal components of outrage and what to do about them. This segment discusses risks that are not memorable versus memorable, not dreaded versus dreaded, and chronic versus catastrophic.
The next segment -- Part Four -- is at vimeo.com/35426711. It covers more components of outrage and how to address 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.)