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People are famously irrational in the way they assess risk, obsessing over longshot perils as they blithely court the common ones. It’s surprising, then, to find them taking in stride the news that some big-name drugs kill a few people from time to time. A survey by Find/SVP’s Advanced Analytics unit presented a tradeoff: Suppose you had constant, strong pain from a non-fatal condition, and your doctor had prescribed several drugs before finding one that eased the pain.
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