Baruch Fischhoff1,2, Dietram A Scheufele3,4. 1. Department of Engineering and Public Policy, Carnegie Mellon University, Pittsburgh, PA 15213; baruch@cmu.edu. 2. Institute for Politics and Strategy, Carnegie Mellon University, Pittsburgh, PA 15213. 3. Department of Life Sciences Communication, College of Agricultural and Life Sciences, University of Wisconsin-Madison, Madison, WI 53706. 4. Morgridge Institute for Research, Madison, WI 53706.