Risk isn’t all it is cracked up to be, as Amanda Dillard argues (with me as a co-author) in a new paper available on line at the Annals of Behavioral Medicine. At high risk for breast cancer? May not matter, in terms of getting you interested in taking a pill to reduce that risk. But FEELING at high risk? That is a different story. As Amanda shows quite persuasively, after you control (statistically speaking) for women’s actual risk, it is the way they feel about that risk that determines their behavior.