The 2006 Workshop will follow a format similar to the first workshop with significant time devoted to discussion and small group interaction. The workshop will be led by distinguished researchers presenting their relevant research. Participants will have the opportunity to interact with these discussion leaders as well as a number of other researchers active in the areas of marketing, public policy, and risk who will be present throughout the workshop as resident faculty. Basic processes of risk perception and risky behavior as well as multiple approaches to researching and understanding these processes and behaviors will be considered. Relevance of these issues to marketing and public policy will be a key focus. Participants will develop a mini research proposal with the feedback/guidance of presenters and resident faculty scholars. Extensive pre-workshop readings, as well as development of a statement of research interests, will prepare attendees to be active participants.