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Most models of health-related behaviors are based on the assumption that people estimate the seriousness of a risk, evaluate the costs and benefits of action, and then select a course of action that will maximize their expected outcome. Risk refers to the possibility of loss and is generally conceived as consisting of two components: the probability and the severity of negative outcomes. This article focuses on the probability component. First the role of perceived risk in models of health-behavior will be discussed. Possible biases in risk-perception and the role of perceived risk as a determinant of protective behavior are the next issue. This is followed by some methodological considerations about how to measure perceived risk and investigate its role as a behavioral determinant. Next we turn to optimistic biases in comparative risk appraisal and briefly discuss both antecedents and consequences of optimism. Finally we discuss some implications of these findings for programs aiming to change health-related behavior and increase protective action.

This study examined attitudes toward the building of a nuclear power station in one's locality. In a survey of 719 residents of four small rural communities that were selected as possible locations for a new nuclear power station in southwest England, we examined the effects of having lived near a nuclear power station on perceptions of the various possible consequences associated with this technology. Results showed a more favorable attitude in the community located near the existing nuclear power stations than in the three remaining communities. Experience of having lived near a nuclear power station affected not only respondents' perceptions of the various potential costs and benefits of the building and operation of a nuclear power station in one's locality, but also the importance respondents attached to the various consequences. Results indicated marked differences in perceptions of economic benefits and health and environmental risks. Furthermore, present findings suggest that psychological risks play a crucial role in local acceptance of a nuclear power station. Attitudinal differences were most closely related to anxiety factors, and the present research serves as a reminder of the importance of these factors in attitude formation for those most directly affected by the building and operation of a nuclear power station.

To assess HIV risk behavior, beliefs, attitudes and intentions among HIV-seropositive drug users (DUs), we studied 122 HIV-positive DUs (including ninety-five current injectors) participating in a longitudinal HIV-study among DUs in Amsterdam. All were familiar with their serostatus. Over a period of four months, 20% of the sample put others at risk of HIV infection, mainly through unsafe sex. Forty-nine percent think they might infect someone with HIV in the future, again mainly through unsafe sex. Although the majority intends to use condoms, self-efficacy and response efficacy is low; that is, many do not think they are able to use condoms when necessary and many have limited confidence in the efficacy of condoms in preventing HIV transmission. Correlates of HIV risk behavior were non-Dutch nationality and being a female prostitute. The results suggest that, next to efforts which aim to prevent new infections among HIV-negative injectors or sexual partners of injectors, prevention efforts should focus on HIV-seropositive DUs or former DUs.

Implementation of article 8.1 of the EC‐"Seveso" Directive (82/501/EC) is now under way in many countries in Europe. In The Netherlands, the implementation of the Directive started with a carefully monitored introduction of active information provision at two sites (Dordrecht and Elst). This introduction was supported by a multidisciplinary research group. This group helped to develop the risk communication program and also played a role in the evaluation of the program. This paper describes these processes and their evaluation. We will focus on the design of the risk communication programs and the effects of the programs on knowledge and attitudes of the local target groups. This effort and its results clearly started an institutional learning process involving governmental bodies at several organizational levels (local, regional, and national), and industrial organizations (individual firms and organizations of industries). Monitoring the design, the implementation, and the effects of active information provision proves an effective means to gain experience with the implementation of the Seveso Directive and could help to facilitate further implementation.