This talk describes findings from two studies testing a new message factor Risk Behavior Detail (RBD). RBD is a new message factor that refers to the amount of detail provided in risk communication messages and news items related to risk behaviors. We test effects of variation in RBD in two experimental studies, drawing from theory and research on cue reactivity and observational learning. We observe similar processes of observational learning and effects of high-RBD on intention to perform risky eating behaviors and drive under the influence of cannabis (DUIC). The findings raise questions about how to responsibly balance accurate risk communication that informs audiences without inadvertently encouraging audiences to adopt the risk behaviors we aim to prevent.

Professor Nehama Lewis is an Associate Professor in the Department of Communication at the University of Haifa, and the Vice-Chair of the ICA Health Communication division. Her research focuses on health communication, persuasion, and the design and evaluation of strategic communication campaigns. She completed her Ph.D. at the University of Pennsylvania (2010), and a postdoctoral fellowship at Florida International University (2012), and was a visiting scholar at the University of Amsterdam School for Communication Research (fall, 2019) and at San Diego State University School for Communication (Spring, 2025). She has served as an elected board member (2017-2019) of the Marie Curie Alumni Association (MCAA), and has received funding for her research from the European Union (Marie Curie Career Reintegration Grant, Horizon 2020) and Israel's Insurance Companies Research Fund.