Health Risk Perception and Risk Communication

Abstract

Risk perceptions are a prerequisite for protective action. Both scientists and practitioners need to understand the multifaceted nature of health risk perception and risk communication. This article reviews insights from psychophysiological research, with a focus on neuroscientific approaches that examine the biological basis of risk perception in the brain and capture the brain response to health and risk messages. Specifically, we discuss the key role of intuitive processes for personal risk perception and the difference between absolute and comparative risk. We then describe the relationship between risk perception and health behavior change and present recent work that measures responses to health prevention messages. Finally, we discuss implications for translation to public health policy and point to needs for future research. A better understanding of the biological roots of personal risk perception and how these can be addressed via risk communication informs policymakers in designing effective public health interventions.