Risk Information Management and Public Health Crises: An Application of PRISM for Future Practice: Presenter(s): Jennifer Ohs, Saint Louis University, United States

Research during previous public health crises has provided some insight on the public’s consumption of health information, as well as their preferred channels for information about crisis directives, and their intent to seek information about preventative measures like vaccines. Research is beginning to address the specific context of information consumption and management during the COVID-19 pandemic. However, more comprehensive, theoretically driven scholarship examining predictors of information seeking and preventative behaviors is needed. Guided by the Planned Risk Information Seeking Model (PRISM; Kahlor, 2010) which proposes that intention to seek information is the result of an individual’s perceptions of knowledge insufficiency, risk perceptions (severity and susceptibility), attitudes toward information seeking, and perceived seeking control, this study examined information seeking about COVID-19 risk, transmission, and prevention in May of 2020. Given that older age is a risk factor in the context of COVID-19, age was also considered in the model. A cross-sectional, online survey of a nationally representative sample of U.S. adults (N=510) was conducted. Results: demonstrate some support for the PRISM. Subjective norms and perceived seeking control were related to perception of knowledge insufficiency. Additionally, attitude toward information seeking and perceived seeking control were related to information seeking intention. Finally, age was found to positively influence risk perception. These results have important theoretical and practical value. Part of devising effective public health messages in future public health crises involves understanding information seeking intentions about COVID-19 risk, transmission, and prevention. These Findings: have implications for how public health messages can be tailored in ways that influence publics to manage health information during public health crises, particularly for those most vulnerable.