Exploring subjective risk-benefit perception as an integral component in risk communication

Consumer health protection involves assessing and communicating risks. One-way risk communication may cover information on food safety regulations, food handling practices, and contaminants in food, as well as concerns related to food recalls, outbreaks, or other safety issues. This approach is legitimate if the aim is simply to share information. However, adequate risk communication needs to reach people with the information they need, in a form they can use, and overcome discrepancies between scientific risk assessment and risk perception of laypersons. Often risks that are low from a scientific point of view are overestimated by the public (e.g., pesticide residues, genetically modified food), or the opposite (e.g., foodborne pathogens). Furthermore, foods also have health benefits, and the balance between adverse and beneficial effects is difficult to perceive. Communication related to food should consider all aspects of food choices, including health beliefs, cultural practices, and personal preferences that influence choices and perception of risk and benefits. In this presentation, we will explain how an institute for risk assessment with a mandate for risk communication can apply quantitative and qualitative methods to identify patterns of perception and behaviour. Quantitative methods are used to measure risk perception and communication, qualitative methods to investigate psychological aspects and motivations, and media analyses to reveal topics that are prioritized in the media, which can influence risk perception. We will show how social science methods can be used to understand how consumers respond to risk-benefit information and discuss how common metrics for assessing both risks and benefits are expected to facilitate communication of results of RBA. The challenges that these metrics pose for risk-benefit communication and whether it is to be expected that consumers will be able to accurately weigh between risks and benefits will also be discussed.