Most models of health-related behaviors are based on the assumption that people estimate the seriousness of a risk, evaluate the costs and benefits of action, and then select a course of action that will maximize their expected outcome. Risk refers to the possibility of loss and is generally conceived as consisting of two components: the probability and the severity of negative outcomes. This article focuses on the probability component. First the role of perceived risk in models of health-behavior will be discussed. Possible biases in risk-perception and the role of perceived risk as a determinant of protective behavior are the next issue. This is followed by some methodological considerations about how to measure perceived risk and investigate its role as a behavioral determinant. Next we turn to optimistic biases in comparative risk appraisal and briefly discuss both antecedents and consequences of optimism. Finally we discuss some implications of these findings for programs aiming to change health-related behavior and increase protective action.
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