In the eye of the beholder. Risk perception.

Risk is an individual business. Some people see skydiving as safe, thrilling and enjoyable; I see it as the stuff of nightmares! What about plane versus car travel? Is it more risky driving to the airport or getting on the plane? What do the figures show? What does our gut say? Why do we have these ideas? Part of the answer to these questions lies in what we hear about.