Risk communication

Given the highly interdisciplinary nature of the field, practitioners concerned with the communication of product risk should be able to understand the complex dynamics of risk communication from numerous vantage points, at both the individual and societal levels. This chapter thus addresses psychological and sociological approaches, as well as interdisciplinary approaches that combine insights from multiple fields, to understand public perceptions of risk. At the individual level, both cognitive and affective factors can play crucial roles in communicating risk. Also important from a psychological standpoint are considerations for promoting risk information seeking and processing. At the societal level, this chapter discusses how people’s perception of and responses to risk are determined by social aspects and cultural adherence. Turning to an interdisciplinary framework, the chapter then explains the process by which risk can be amplified or mitigated through various channels, including media outlets, social groups, and institutions. These frameworks provide useful lenses for guiding future research and helping practitioners in the design of risk communication programs.