Non-linear effects of absolute risk information on individuals’self-evaluation, affective responses, and behavioral intentionsof precautionary actions against skin cancer

Abstract

Objective

The current study explores non-linear effects of absolute risk and effects of comparative risk information about skin cancer on individuals’ safety ratings, affective responses and behavioral intentions.

Method

An experimental survey was conducted among college students (N = 563) to test the effects of absolute and comparative risk information across a range of risk levels from 3.7% to 60%.

Results

The non-linear model of absolute risk effect was confirmed by the data. Absolute risk information had detectable effects at low levels of risk, but the effects did not change appreciably at the highest absolute risk levels. Regarding comparative risk, the data did not support its effects on individuals’ safety ratings, affective responses and behavioral intentions.

Conclusion

The study found the non-linear model fits well to the skin cancer related feelings and behavioral intentions. It suggests future research apply non-linear models to a variety of health communication areas.

Keywords:

• Absolute risk
• health communication
• non-linear
• risk perception
• skin cancer

Conflict of interest disclosure

The authors have no conflicts of interest to report. The authors confirm that the research presented in this article met the ethical guidelines, including adherence to the legal requirements, of the United States of America and received approval from the Institutional Review Board of Florida State University.