This chapter explores the concept of selective sensation or perception, and related it to perceived risk and injury control. The "S" of the BASIC ID acronym refers to sensation — a human dimension that influences our thinking, attitudes, emotions, and behavior. Visual exercises illustrated the impact of past experience and contextual cues on present perception. This allows people to appreciate diversity and realize the value of actively listening during personal interaction. The chapter shows factors that influence risk perceptions. It's derived from research by Drs. Peter Sandman and Paul Slovic and their colleagues. Safety professionals respond by constantly reminding employees of risks with steady stream of memos, newsletters, safety meetings, and signs. Publicity of memorable injuries, like those suffered by John Wayne Bobbitt and Nancy Kerrigan in 1994, influences misperception of actual risk. Many people feel sympathy for victims of a publicized incident, even vividly visualizing the injury as if it happened to them. Personalizing these experiences increases perceived risk.