Patterns of response to health risks among the southern poor

Those who live near the poverty line may face several barriers that influence their ability to address health risks including limited financial resources, a lack of knowledge about ways to address health problems, and inadequate health care or insurance coverage. This study investigated barriers, feelings of perceived susceptibility and severity, self-efficacy, information seeking, and the adoption of protection behaviors among the Southern poor. Unlike previous research examining risks individually, this study investigated how individuals respond to multiple risks. Twelve focus groups in 3 cities were conducted, segmented by race and gender. Results indicate that engagement in health protection behaviors may depend on a perceived level of personal control over the risk, family history, past experience, and feelings of personal risk susceptibility. While this study illustrated a relatively low use of media, individuals did indicate they obtained information through interpersonal channels including family and health professionals. This formative research guided a 500-person random digit dial survey of poor households across the South. The aim of research is to better measure risk perception and processing, as well as to examine response across multiple risks. Practically, this research can serve as a guide for the development of relevant and culturally appropriate risk messages aimed at poor at-risk populations. This study is part of the CDC-funded Southern Center for Communication, Health, and Poverty at the University of Georgia.