Contextual, Cognitive and Emotional Influences on Risk Perception for Illness

The present paper reviews the contribution of psychological research to understanding risk perception. Risk is considered a multidimensional construct and plays a central role in a number of social cognition models of precautionary health behaviour. The presentation of verbal and numeric risk information can influence understanding, interpretation and subsequent behavioural responses. The potential impact of cognitive biases (representativeness, anchoring, availability, overconfidence, optimistic bias and omission bias) on risk perception is outlined. In addition, the role of emotions in risk perception is considered in relation to the emotional state of the recipient and the emotional response to the information. Recent research on the influence of the affective heuristic on the assessment of risk is outlined.