Costa-Font, Joan; Mossialos, Elias; Rudisill, Caroline - In: Journal of Risk Research 12 (2009) 1, pp. 27-41
While many risks, especially new ones, are not objectively quantifiable, individuals still form perceptions of risks using incomplete or unclear evidence about the true nature of those risks. In the case of well known risks, such as smoking, individuals perceive risks to be smaller for...