Perceived ambiguity about cancer prevention recommendations: associations with cancer‐related perceptions and behaviours in a US population survey

Background  Health information reaching the public today is often characterized by what decision theorists have termed ‘ambiguity’– i.e. uncertainty regarding the information’s reliability, credibility or adequacy. This is a critical problem, as growing research suggests that ambiguity has important effects–promoting pessimistic judgments about risks and potential outcomes of risk‐reducing behaviours, and lowering adoption of these behaviours. However, little is known about the public’s perceptions of ambiguity in the health information domain, the effects of these perceptions, and the factors that influence these effects.

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