If it’s difficult to pronounce, it must be risky

Study published on http://www.pubmed.gov by H. Song and N. Schwarz:

“…food additives were rated as more harmful when their names were difficult to pronounce than when their names were easy to pronounce.”

They also studied the relation between the names of amusement park rides and the expectation of excitement.

Yet more proof of the irrationality of risk management by most people.

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