Communicating Health Risks to the Public

Leonhardt, J. M., Keller, L. R., & Lembke, R. (2021). Communicating health risks to the public. Organization Review, 1(972), 39-44.

14 Pages Posted: 18 Nov 2021

See all articles by James Leonhardt

James Leonhardt

University of Nevada, Reno

L. Robin Keller

University of California, Irvine - Operations and Decision Technologies (ODT)

Ron Lembke

University of Nevada, Reno

Date Written: May 1, 2021

Abstract

Health risks, such as the probability of experiencing a side
effect from a medication, are typically communicated numerically.
However, presenting risks in strictly numeric formats
is problematic considering that the public often experiences
difficulty in comprehending strictly numeric probabilities. To
help overcome this problem, Leonhardt and Keller (2018)
tested the efficacy of using pictographs to visually present probabilistic
information to health consumers. They found that
the addition of pictographs alongside numeric probability
information increased probability comprehension and lessened
the perceived risk of a multiple risk health option. Here,
we review relevant work on probability format and build
on the general evaluability theory to posit why pictographs
may result in lower risk perceptions of multiple risk options.
We discuss current limitations in our understanding of how
the public perceives multiple risk options, and we highlight
opportunities for future research. For instance, we introduce
Quick Response (QR) codes as a potential tool to help consumers
view health risks in multiple formats on the Internet.

Note: Funding: None to declare.

Declaration of Interests: None to declare.

Keywords: health, communication, probability, risk

Suggested Citation

Leonhardt, James and Keller, L. Robin and Lembke, Ron, Communicating Health Risks to the Public (May 1, 2021). Leonhardt, J. M., Keller, L. R., & Lembke, R. (2021). Communicating health risks to the public. Organization Review, 1(972), 39-44. , Available at SSRN: https://ssrn.com/abstract=3853178

James Leonhardt (Contact Author)

University of Nevada, Reno

L. Robin Keller

University of California, Irvine - Operations and Decision Technologies (ODT) ( email )

Irvine, CA 92697
United States

Ron Lembke

University of Nevada, Reno ( email )

1664 N. Virginia St
Reno, NV 89557
United States

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