Why don't people take measles more seriously?

How do you decide whether you should be worried about communicable diseases like measles? University of Michigan’s Professor Brian Zikmund-Fisher returns to Risk Bites to explain the "availability heuristic" – the way we all use our memory and feelings to inform our risk perceptions about infectious diseases.

Risk Bites is supported by: the ASU Risk Innovation Lab and School for the Future of Innovation in Society.

Backing track: Based on First Steps by Peter Mcisaac Music

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Risk Bites is your guide to making sense of risk. We cover everything from understanding and balancing the risks and benefits of everyday products, to health science more broadly, to the potential impacts of emerging technologies, to making sense of risk perception. If you enjoy our videos, please subscribe, and spread the word!