Outrage factor
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Through Public policy, Cost–benefit analysis and Environmental resource management
Causes
"Outrage factors" are the emotional factors that influence perception of risk. The risks that are considered involuntary, industrial and unfair are often given more weight than factors that are thought of as voluntary, natural and fair.
Sandman gives the formula:
Risk = Hazard + Outrage
The following are listed in Covello and Sandman's 2001 article, Risk Communication: Evolution and Revolution
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Risk communications
While policy analysis by institutional stakeholders typically focuses on risk-benefit analysis and cost-benefit analysis, popular risk perception is not informed by the same concerns. The successful implementation of a policy relying on public support and cooperation must address the outrage factor when informing the public about the policy.
In an interview with New York Times journalist and Freakonomics author Stephen J. Dubner, Sandman emphasized "the most important truth in risk communication is the exceedingly low correlation between whether a risk is dangerous, and whether it's upsetting".
The relevance of public outrage has been acknowledged in discussions of various policy debates, including