PHPS40450

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.