ABSTRACT
A cautious person is likely to respond with diminished perception of the rewards of risk taking and a heightened perception of the adverse consequences of risk. In an attempt to shed some light on the connection between 'culture' and an understanding of risk and subsequent risk-taking behaviour, cultural theorists consider one of the more popular models describing personality types. The public needs to trust the source of information in addition to believing the magnitude of a risk. A doctor who describes a rare outcome as 'one in a million, like winning the lottery' may be saying that there is a very small but measurable risk of a particular outcome. It is not just patients who find understanding the measurement of risk complex. Doctors use framing almost instinctively to discourage patients from certain activities, framing in terms of negative outcomes while giving correct factual information.
