Communicating Health Risks to the Public

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