Using research on risk communication to change fish consumption behavior

Fish consumption advisories are issued by state, federal, and tribal agencies in part because of the potential health risks to humans from chemical contaminants in sport-caught fish. However, there are also health benefits... [ view full abstract ]

Fish consumption advisories are issued by state, federal, and tribal agencies in part because of the potential health risks to humans from chemical contaminants in sport-caught fish. However, there are also health benefits from fish consumption and fishing. Agencies are challenged to communicate risks of contaminants while also promoting the benefits of fishing and fish consumption. We recently completed two studies to test the impact of different communication approaches with women anglers of childbearing age (WCBA) and urban anglers to promote fish consumption for health benefits while minimizing health risks from contaminant exposure. The studies involved asking the two groups to record their fish consumption for 16 weeks in the summer of 2014 and 2015. In the intervening period, participants were placed into five randomized groups (a control and four treatment groups). Each treatment group received a different version of a brochure testing different messages (acknowledging uncertainty or not) and formats (including a narrative vignette or not). Over 2,000 WCBA and urban anglers participated; desired behavioral change was different for the two groups. Urban anglers who were heavy fish consumers and received the brochure decreased their consumption of fish. The version of the brochure did not matter. For WCBA, those who were eating few fish and received the brochure increased their fish consumption, if key messages were communicated in the form of a narrative vignette about a WCBA trying to make decisions about her fish consumption. We provide these findings as examples of what we believe can be transferred to other contexts such as risk communication related to wildlife disease and human health.