The effect of risk communication on risk perceptions: the significance of individual differences

The purpose of this paper is to address the literature on the relation between risk communication and the initiation of health behavior change. More specifically, we examine the evidence that providing risk information is an effective way to change risk perceptions, as well as the more limited evidence that altering risk perceptions influences risk behavior. The paper discusses significant developments in the research on these issues, describes specific studies that represent trends in this research, and discusses methodologic issues important to the development of the field. Although there are relatively few studies that demonstrate causal links between risk communication and behavior change, recent developments in the field point to the importance of tailoring risk communications to the individual characteristics of targets. Such tailoring has taken a variety of forms, including providing individualized feedback concerning risk status or genetic vulnerability and assessing readiness for behavior change. Future intervention efforts should combine individualized risk status feedback with assessment of individual differences in previous behavior and acceptance of personal vulnerability.