Behavioral theories tell us that risk perception is related to behavior. However, the relationship has not been empirically substantiated. One explanation for this discrepancy is the difficulty of measurement. A common risk perception measure is a single question in roughly this format: Compared to others my age, my chances of getting [disease] are… This presentation will analyze the components of this question, clarifying their importance for measurement and interpretation of risk perception. The sample question includes the following components: time frame, event described, points of comparison and embedded control. Each is inadequately addressed, leaving subjects to interpret the question, creating ambiguous data. No time limit is placed, making assignment of a comparison "actual" risk impossible. Does the question assume lifetime risk? Five years? "Having a disease" is too vague. Should subjects understand "being diagnosed"? Dying? Further, the choice of comparison, anonymous "others" versus someone familiar, can affect subjects’ responses. The comparison to others "my age" serves as a control for age with important implications for many age-related diseases. The author will expand on these examples and discuss implications of each in terms of data quality and intervention content. Construction of risk perception measures requires careful selection for each component. A precise measure will produce consistent data, enabling us to learn about the nature and effects of risk perception.
Learning Objectives: After this session, listeners will be able to: 1. Dissect risk perception questions into component parts. 2. Assess implications of alternatives within each component.
Keywords: Risk Communication, Assessments
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.