Are direct or indirect measures of comparative risk better predictors of concern and behavioural intentions?

Recent research has shown that comparative risk perceptions account for unique variance in concern and behavioural intentions, above and beyond absolute self risk perceptions. However, comparative risk perceptions have been measured both directly (i.e. a single question requiring a self-to-peer comparison) and indirectly (i.e. separate, absolute questions about the self and one's peers), yet no study has examined which measure is more predictive of concern and intentions. Two studies examined this issue in the context of several health risks (e.g. cancer, heart attacks). Study 1 showed that direct comparisons were generally more predictive of concern and intentions than indirect comparisons. Study 2 replicated this finding and revealed asymmetries in how people responded to absolute self versus peer questions. Implications for risk screening in health contexts are discussed.