The Risk Communication Laboratory is a state-of-the-art laboratory housing a cohort of educators, researchers, students and public health professionals. Its mission is to advance public health through the design and testing of effective health communication messages and public health campaigns, developed using commercial marketing methods.

The Risk Communication Laboratory is committed to developing meaningful health communication that helps people make informed decisions about their health. Believing that we have to ensure that messages meet the needs of all communities, our innovative methods use commercial marketing techniques and strategies to target messages to the needs of our “consumers.” Utilizing perceptual mapping and vector modeling, a multi-dimensional scaling analysis method, Dr. Bass is using three-dimensional models to understand how people think and feel about health-related decisions. This allows for highly targeted messages that we can then use to develop messages, materials or other types of decision aids or appeals. Our research features new health applications using a variety of technologies (e.g., mobile “mHealth” and electronic “eHealth” applications) and assessing their impact on patient/public self-efficacy and behavior intention. We are also utilizing eye tracking, gaze pattern analysis, EKG and skin conductance measures to assess and understand how physiological response may affect intake and understanding of messages.

Learn more about the Risk Communication Lab.


Sarah Bauerle Bass

Social and Behavioral Sciences
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Ritter Annex 1301 Cecil B. Moore Ave. Room 951