Mental Models on Risk: Basis in Developing a Risk Communication Strategy for Pandemic’s Risk Reduction and Management

The main objective of this study is to explore the little-known fact about how community members understand a risk phenomenon, i.e. COVIID-19 Coronavirus pandemic, through the lens of their mental model, and how this mental model reflects their risk behavior; and what, if any, are the intended or unintended behavioral responses to the information received. It is unclear if community members who have been vaccinated against COVID-19 and those who are unvaccinated have distinctly different mental model and risk behavior. At present, the dearth of studies and research on this matter is a glaring gap, and this is, therefore, suggestive of a need to increase our recognition of people’s risk behavior that is based on their mental models, and how this can have a practical bearing in risk communication strategy. Along this line, little research has been done, hence, this research. Through the findings in this study, designers of risk communication will be able to appreciate the significance of the information and knowledge of people’s mental models and risk behavior in which it is then possible to design a risk communication strategy that is customize and oriented towards risk reduction and management.