Mapping public perceptions of Avian Flu—a statewide survey: Using perceptual mapping to model perceptions and design health campaign strategy

This session will present the results of perceptual mapping analyses of a statewide probability sample of 1204 adults in Pennsylvania, to map their perceptions of Avian Flu as a potential public health threat. Perceptual mapping is a methodology to create three-dimensional models that represent how sub-groups surveyed conceptualize key issues, risks, and behaviors. The resulting 3-dimensional models provide valuable insights into how the public perceives the Avian Flu situation. The resulting models are then used to create educational and motivational campaign strategies for target populations, through a message vector analysis procedure. The resulting message strategies are thus custom designed around the target group's conceptual structure, optimizing the impact of the campaign. This session will illustrate the mapping and message vector design process on 1204 adults surveyed in September, 2006. The perceptual maps reveal inconsistencies in public knowledge about Avian Flu, identify areas of needed education, and document likely behaviors should a human-to-human flu outbreak occur. Implications of the mapping results are discussed, as are potential applications of the mapping and message design methodology.