Grasping the nettle of danger: a commentary on how people perceive their health risks, impacting on their health behaviours.

of an adverse outcome in the face of a threat. The two fundamental modes of how a threat is perceived are a rapid, intuitive, affective response followed by a slower, deliberate, cognitive appraisal. Risk perception regarding health threats is influenced by: level of trust in the information source; immediacy; voluntariness; perceived consequences of the threat; an affective response of fear, especially a feeling of dread; familiarity with the threat, including past exposure; and factual knowledge of the threat. Perception of risk may by distorted by cognitive biases (heuristics), including optimistic bias. There is a strong and consistent link between risk perception and health behaviours, and, therefore, health outcomes.