Percepción social de riesgo: una mirada general y aplicación a la comunicación de salud

Revista de Comunicación y Salud

e ISSN 2173 1675 · Publicada por la Cátedra de Comunicación y Salud Universidad Complutense de Madrid


Palabras clave

Percepción de riesgo; Paradigma psicométrico; Comunicación de riesgos en salud Risk perception; psychometric paradigm; health risk communication


La percepción de riesgo es el componente central en los modelos teóricos de comportamiento y la toma de decisiones. El presente artículo ofrece una revisión del estado actual de la investigación de la percepción social de riesgo. Especialmente, nos enfocaremos en la percepción de riesgos en salud y la tendencia de los individuos a menospreciar el riesgo personal de determinada enfermedad. Conocer la naturaleza de la percepción de riesgo personal de los individuos es clave para el desarrollo de la comunicación en salud más efectiva.


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