Accessibility navigation

Effects of presenting the baseline risk when communicating absolute and relative risk reductions

Natter, H. and Berry, D.C. (2005) Effects of presenting the baseline risk when communicating absolute and relative risk reductions. Psychology, Health & Medicine, 10 (4). pp. 326-334. ISSN 1354-8506

Full text not archived in this repository.

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1080/13548500500093407


This study compares relative and absolute forms of presenting risk information about influenza and the need for vaccination. It investigates whether differences in people's risk estimates and their evaluations of risk information, as a result of the different presentation formats, are still apparent when they are provided with information about the baseline level of risk. The results showed that, in the absence of baseline information, the relative risk format resulted in higher ratings of satisfaction, perceived effectiveness of vaccination, and likelihood of being vaccinated. However, these differences were not apparent when baseline information was presented. Overall, provision of baseline information resulted in more accurate risk estimates and more positive evaluations of the risk messages. It is recommended that, in order to facilitate shared and fully informed decision making, information about baseline level of risk should be included in all health communications specifying risk reductions, irrespective of the particular format adopted.

Item Type:Article
Divisions:Life Sciences > School of Psychology and Clinical Language Sciences
ID Code:13902
Uncontrolled Keywords:Risk communication, absolute risk reduction, relative risk reduction, baseline risk

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation