Table VI.

Mean Ratings for Seven Characteristics of Risk for Eight Health Risks

	Controllability 1 = Controlled	Dread 1 = Not Dread	Fatal 1 = Not Fatal	Voluntariness 1 = Voluntary	Known to the Exposed 1 = Precisely	Immediacy 1 = Immediate	Newness 1 = Old
Contaminated dog food	3.47	3.22	4.33	4.58	4.90	3.86	4.93
Lead‐painted toys	3.50	3.66	4.21	4.46	4.74	4.57	4.32
Contaminated spinach	3.82	3.86	4.33	4.44	4.66	3.78	4.36
Avian flu	4.31	4.33	5.20	5.50	4.73	3.63	4.15
Mad cow disease	4.24	4.44	5.42	5.00	4.62	3.75	3.61
SARS	4.67	4.48	5.64	5.66	4.78	3.44	3.86
Cell phone radiation	3.51	3.73	3.81	3.55	3.97	5.48	4.29
Cigarette smoking	3.14	3.95	5.20	2.96	2.47	5.26	1.94