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Evaluating Risk Communication: Examining Target Audience Perceptions About Four Presentation Formats for Fish Consumption Health Advisory Information

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  • Nancy A. Connelly
  • Barbara A. Knuth

Abstract

Information format can influence the extent to which target audiences understand and respond to risk‐related information. This study examined four elements of risk information presentation format. Using printed materials, we examined target audience perceptions about: (a) reading level; (b) use of diagrams vs. text; (c) commanding versus cajoling tone; and (d) use of qualitative vs. quantitative information presented in a risk ladder. We used the risk communication topic of human health concerns related to eating noncommercial Great Lakes fish affected by chemical contaminants. Results from the comparisons of specific communication formats indicated that multiple formats are required to meet the needs of a significant percent of anglers for three of the four format types examined. Advisory text should be reviewed to ensure the reading level is geared to abilities of the target audience. For many audiences, a combination of qualitative and quantitative information, and a combination of diagrams and text may be most effective. For most audiences, a cajoling rather than commanding tone better provides them with the information they need to make a decision about fish consumption. Segmenting audiences regarding information needs and communication formats may help clarify which approaches to take with each audience.

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  • Nancy A. Connelly & Barbara A. Knuth, 1998. "Evaluating Risk Communication: Examining Target Audience Perceptions About Four Presentation Formats for Fish Consumption Health Advisory Information," Risk Analysis, John Wiley & Sons, vol. 18(5), pages 649-659, October.
    • Handle: RePEc:wly:riskan:v:18:y:1998:i:5:p:649-659
    DOI: 10.1111/j.1539-6924.1998.tb00377.x
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    1. May Lynn Tan & Alyce Ujihara & Lani Kent & Ilinisa Hendrickson, 2011. "Communicating Fish Consumption Advisories in California: What Works, What Doesn’t," Risk Analysis, John Wiley & Sons, vol. 31(7), pages 1095-1106, July.
    2. Andrew Watterson & David Little & James A. Young & Kathleen Boyd & Ekram Azim & Francis Murray, 2008. "Towards Integration of Environmental and Health Impact Assessments for Wild Capture Fishing and Farmed Fish with Particular Reference to Public Health and Occupational Health Dimensions," IJERPH, MDPI, vol. 5(4), pages 1-20, December.
    3. Shimshack, Jay P. & Ward, Michael B., 2010. "Mercury advisories and household health trade-offs," Journal of Health Economics, Elsevier, vol. 29(5), pages 674-685, September.
    4. Adam D. DeWeese & Neil E. Kmiecik & Esteban D. Chiriboga & Jeffery A. Foran, 2009. "Efficacy of Risk‐Based, Culturally Sensitive Ogaa (Walleye) Consumption Advice for Anishinaabe Tribal Members in the Great Lakes Region," Risk Analysis, John Wiley & Sons, vol. 29(5), pages 729-742, May.
    5. Vivianne H. M. Visschers & Ree M. Meertens & Wim F. Passchier & Nanne K. de Vries, 2007. "An Associative Approach to Risk Perception: Measuring the Effects of Risk Communications Directly and Indirectly>1?tpb=-6pt?>," Journal of Risk Research, Taylor & Francis Journals, vol. 10(3), pages 371-383, April.
    6. Ida Hogganvik Grøndahl & Mass Soldal Lund & Ketil Stølen, 2011. "Reducing the Effort to Comprehend Risk Models: Text Labels Are Often Preferred Over Graphical Means," Risk Analysis, John Wiley & Sons, vol. 31(11), pages 1813-1831, November.
    7. Barbara A. Knuth & Nancy A. Connelly & Judy Sheeshka & Jacqueline Patterson, 2003. "Weighing Health Benefit and Health Risk Information when Consuming Sport‐Caught Fish," Risk Analysis, John Wiley & Sons, vol. 23(6), pages 1185-1197, December.
    8. Vivianne H. M. Visschers & Ree M. Meertens & Wim F. Passchier & Nanne K. DeVries, 2007. "How Does the General Public Evaluate Risk Information? The Impact of Associations with Other Risks," Risk Analysis, John Wiley & Sons, vol. 27(3), pages 715-727, June.
    9. Patrick Lloyd-Smith & Craig Schram & Wiktor Adamowicz & Diane Dupont, 2018. "Endogeneity of Risk Perceptions in Averting Behavior Models," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 69(2), pages 217-246, February.
    10. Branden B. Johnson, 2003. "Communicating Air Quality Information: Experimental Evaluation of Alternative Formats," Risk Analysis, John Wiley & Sons, vol. 23(1), pages 91-103, February.
    11. Jeff Niederdeppe & Nancy A. Connelly & T. Bruce Labuer & Barbara A. Knuth, 2015. "Using Theory to Identify Beliefs Associated with Intentions to Follow Fish Consumption Advisories Among Anglers Living in the Great Lakes Region," Risk Analysis, John Wiley & Sons, vol. 35(11), pages 1996-2008, November.
    12. Carmen Keller & Michael Siegrist & Vivianne Visschers, 2009. "Effect of Risk Ladder Format on Risk Perception in High‐ and Low‐Numerate Individuals," Risk Analysis, John Wiley & Sons, vol. 29(9), pages 1255-1264, September.
    13. Vivianne H. M. Visschers & Ree M. Meertens & Wim W. F. Passchier & Nanne N. K. De Vries, 2009. "Probability Information in Risk Communication: A Review of the Research Literature," Risk Analysis, John Wiley & Sons, vol. 29(2), pages 267-287, February.
    14. T. Bruce Lauber & Nancy A. Connelly & Jeff Niederdeppe & Barbara A. Knuth, 2018. "Effects of an Advisory Brochure on Fish Consumption of Urban Anglers in the Great Lakes Region," Risk Analysis, John Wiley & Sons, vol. 38(7), pages 1405-1421, July.
    15. Botzen, W.J.W. & van den Bergh, J.C.J.M., 2012. "Risk attitudes to low-probability climate change risks: WTP for flood insurance," Journal of Economic Behavior & Organization, Elsevier, vol. 82(1), pages 151-166.
    16. Joanna Burger & Melanie Hughes McDermott & Caron Chess & Eleanor Bochenek & Marla Perez‐Lugo & Kerry Kirk Pflugh, 2003. "Evaluating Risk Communication about Fish Consumption Advisories: Efficacy of a Brochure versus a Classroom Lesson in Spanish and English," Risk Analysis, John Wiley & Sons, vol. 23(4), pages 791-803, August.
    17. Rebecca Hess & Vivianne H.M. Visschers & Michael Siegrist & Carmen Keller, 2011. "How do people perceive graphical risk communication? The role of subjective numeracy," Journal of Risk Research, Taylor & Francis Journals, vol. 14(1), pages 47-61, January.
    18. Heather Lazrus & Rebecca E. Morss & Julie L. Demuth & Jeffrey K. Lazo & Ann Bostrom, 2016. "“Know What to Do If You Encounter a Flash Flood”: Mental Models Analysis for Improving Flash Flood Risk Communication and Public Decision Making," Risk Analysis, John Wiley & Sons, vol. 36(2), pages 411-427, February.
    19. Michael Yu & Tomás Lejarraga & Cleotilde Gonzalez, 2012. "Context‐Specific, Scenario‐Based Risk Scales," Risk Analysis, John Wiley & Sons, vol. 32(12), pages 2166-2181, December.
    20. Cynthia G. Jardine, 2003. "Development of a Public Participation and Communication Protocol for Establishing Fish Consumption Advisories," Risk Analysis, John Wiley & Sons, vol. 23(3), pages 461-471, June.
    21. Jennifer Dawson & Judy Sheeshka & Donald Cole & David Kraft & Amy Waugh, 2008. "Fishers weigh in: benefits and risks of eating Great Lakes fish from the consumer’s perspective," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 25(3), pages 349-364, September.

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