title: The influence of media communication on risk perception and behavior related to mad cow disease in South Korea.
abstract: OBJECTIVE
  The purpose of this study was to ascertain the influence of media communication on risk behavior related to mad cow disease (MCD).
  
  
  METHODS
  Mothers of elementary school students in Seoul were recruited as the survey participants of this study.
  
  
  RESULTS
  Media reports affected risk behavior related to MCD. Also, knowledge and attitude toward MCD affects risk behavior.
  
  
  CONCLUSIONS
  Risk-related information provided by the media should maintain consistency and objectivity. For effective risk communication, there should be an open communication between the government and public, experts, and related industries, who should all collaborate.
authors.affiliation: Department of Health Management, Sahmyook University, Seoul, Korea.
authors.forename: Jee-Eun
authors.initials: JE
authors.lastname: Park
authors.forename: Aeree
authors.initials: A
authors.lastname: Sohn
keywords: mad cow disease; media; media credibility; risk communication