Risk is not just a number -- it also involves how we feel about things. This week Risk Bites introduces Dr. Brian Zikmund-Fisher, who will be talking more in future videos about how we perceive and feel about risk, and what this means about the risk decisions we make. This week's Risk Bites team: Brian Zikmund-Fisher (narration and animation) David Faulkner (post-production) Andrew Maynard (all the other stuff) More information on Brian Zikmund-Fisher and his research can be found at http://www.sph.umich.edu/iscr/faculty/profile.cfm?uniqname=bzikmund Risk Bites is supported by: University of Michigan School of Public Health. http://www.sph.umich.edu/ University of Michigan Risk Science Center. http://umriskcenter.org/ 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! #Risk #communication #emotion