How do you decide whether you should be worried about communicable diseases like measles, polio, or HPV? 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: University of Michigan Risk Science Center. http://riskscience.umich.edu/ University of Michigan School of Public Health. http://www.sph.umich.edu/ Backing track: Based on Clap Tap by Brightside Studios http://www.premiumbeat.com/royalty_free_music/songs/clap-tap FURTHER INFORMATION AND READING Professor Brian Zikmund-Fisher: http://www.sph.umich.edu/iscr/faculty/profile.cfm?uniqname=bzikmund University of Michigan Risk Science Center series on vaccines: http://www.riskscience.umich.edu/category/vaccinesnova/ NOVA: Vaccines - Calling The Shots: http://www.pbs.org/wgbh/nova/body/vaccines-calling-shots.html National Press Club briefing: Vaccinations and Disease Prevention http://www.c-span.org/video/?321296-1/briefing-vaccines-vaccination-issues 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!