EVALUATING PERSONALIZED RISK MESSAGES

An experiment was conducted (N = 766) to compare three different strategies for delivering radon test results to homeowners. The three strategies examined were a form letter, a personalized letter, and a personalized letter with telephone follow-up. Evaluation criteria were recall of the action recommendation compliance with the action recommendation, and satisfaction with the program that provided the test. The more ambitious strategies increased satisfaction with the program that provided the free tests, but did not affect recall of the action recommendation or compliance with the recommendation. Risk communication situations in which the extra effort required by personalization and telephone follow-ups may have greater benefits are discussed.