Martin runs a white water rafting company. He has signs posted around the facility about the dangers of rafting, including death, and each customer is required to sign a waiver prior to participating. Despite these warnings, he always has plenty of customers for his rafting trips. Last week, however, one of his customers drowned during a trip, and he has barely had any business since. Which of the following offers the best explanation about the decline in his business?
A. Customers' perceptions of the riskiness of rafting decreased to the point that participation in the activity was no longer exciting.
B. Customers' perceptions of the riskiness of rafting increased to the point that they were no longer willing to take the risk of participating.
C. Customers are angry that they were not made fully aware of the possible risks of rafting before this accident occurred.
D. Customers were only interested in finding out if the activity was actually dangerous and now that they know it is they are disinterested.
Answer: B
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