Psychologist Daniel Gilbert uses the acronym PAIN to summarize the four key triggers that cue us to respond to a threat: we respond when risks feel Personal (they impact something of personal importance); Abrupt (we are most attuned to sudden changes, and far less attuned to slow-moving threats); Immoral (we respond to threats that seem repulsive, immoral, or indecent); and to risks that threaten us Now. Threats that trigger our PAIN points have salience, demanding our attention and action.
