Sandman notes that the reaction to things that scare people and the things that kill people are often inversely proportional to the actual hazard. He has identified 20 �outrage factors.�

Exercise: Ask participants to think of examples of outrage factors: e.g.,

Voluntary: sky diving
Involuntary: pushed from a plane

Natural: earth quake
Manmade: plant explosion

Familiar: radon in basement
Exotic: Trichloroethane in water

Memorable:Aljar apples (media)
Not memorable: no symbolism;no visual
images (little media attention)

Dreaded: cancer,
Not dreaded: water

Chronic: fatalities and injuries scattered and
random (auto fatalities)
Catastrophic: plane crash