There is some evidence28 that people will pay more to reduce involuntarily incurred risks than risks incurred voluntarily.
The risks that are incurred involuntarily are worth more to people than voluntary risks.
People are more willing to pay to reduce voluntary risk.
a person rides a horse
The woman has brown hair.
The vegetable stall is straight ahead.
It never works.
Two children and their grandmother are sitting outside on a porch
The folks are all ignoring their surroundings.