Abstract
Understanding public responses to uncertainty is essential to maximise the effectiveness of food risk communication. Little is known about responses to different aspects of uncertainty and how these might vary between particular subgroups (Johston & Slovic 1996; Miles & Frewer 2002). How can uncertainty be communicated clearly and transparently in a way that effects desired behaviour change without raising inappropriate concern? The present study explored the communication of uncertainty in a quasi-experimental study with adolescents (aged 13-17 years), in Northern Ireland and the Republic of Ireland (N=900). Effective targeted dietary advice to this subgroup of the population is likely to be particularly valuable (Jebb et al 2003). As part of their school day participants were asked to complete a short questionnaire. Baseline questions explored the attitudes to eating snack foods self reported snacking behaviour and included measures of body image, identity and self efficacy. They were then asked to read a short vignette that contained three versions of some advice about the health risks of snacking that varied in their certainty (positive certain/negative certain/uncertain) and the stability of the advice over time (very stable/slightly unstable/highly changeable), in a 3x3 between subjects design. This paper will explore the effects of the certainty and stability manipulations upon a range of outcome measures including intention to change snack behaviour; the credibility of scientific advice; perception of risk to health and anxiety about health. The implication for communicating uncertainty and of changing scientific advice will be discussed. (Symposium paper)