PHPS40450 Risk Perception, Communication and Behavior Changes

Academic Year 2022/2023

This is one of a series of elective modules offered on the Masters in Public Health course. Much of the burden of disease in the population is preventable and is associated with lifestyle and behavioural factors. Behavioural change is key to any control strategies therefore every public health specialist must have some knowledge of the science of behavioural change. This module will look at behavioural psychology, risk perception and factors that motivate people to change their health damaging behaviours or to adopt health enhancing behaviours.

The student will develop an understanding of the complex relationship between risk perception and human behaviour. Often the public reaction to health scares is out of proportion to the risk with the public being risk averse to certain perceived risks whilst indifferent to other risks in society that they are exposed to which have higher probability of occurrence, a phenomenon widely noted in the psychological literature and called "probability neglect". For example chronic diseases and obesity associated with inappropriate diets are perceived differently to acute food poisoning yet contribute far greater morbidity and mortality. This module will help the student to understand how individuals process and interpret risk and how to assist them put risk in proper perspective presents major challenges to the public health fraternity.

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Curricular information is subject to change

Learning Outcomes:

The students will understand the basics of behavioural psychology and the models relevant to public health that might inform policy and interventions to increase their probability of success.

On completion of this module students should be able to:
- identify overemphasised risks and neglected risk;
- understand the dynamics of risk perception and the limitations of the Psychometric Model and Cultural Theory;
- analyse the arguments in support of the importance of social trust;
- recognise the difference between experts' perception of risks and those of the general public;
- describe the role of emotions and affect in perceptions of risk;
- describe the role of risk communication in an integrated public health strategy;
- distinguish between crisis communication & communication about chronic risks.

Student Effort Hours: 
Student Effort Type Hours
Lectures

24
Specified Learning Activities

6
Autonomous Student Learning

80
Total

110
Approaches to Teaching and Learning:
Face-to-face lectures
Group work 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group presentation on a problem requiring engagement with the public to give them greater understanding of the issue, clarify misinformation or encourage behaviour change Coursework (End of Trimester) n/a Standard conversion grade scale 40% Yes

50
Assignment: Assignment Coursework (End of Trimester) n/a Standard conversion grade scale 40% Yes

50

Carry forward of passed components
Yes
 
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Sequence of feedback may vary depending on the assessment

Name Role
Assoc Professor Mary Codd Lecturer / Co-Lecturer
Professor Patricia Fitzpatrick Lecturer / Co-Lecturer
Dr Mary Ivers Lecturer / Co-Lecturer
Dr Gregory Martin Tutor