Branding the Bailout

Here’s a story I wrote for about one reason why American voters did not back a bailout with the same fervor as American leaders. Putting aside the more important (and much harder) question of whether the bailout was a good idea, this is a case study in how we perceive risk.

Note to European politicians: If you want people to support a dubious legislative bailout, you have to get very specific and personal with the public.

GeneralAmanda Ripley