Abstract
Studies of risk are a multidisciplinary scientific research field of growing interest. Nevertheless, a universally accepted definition of risk has yet to be agreed. Health-related risk is a sector of risk studies for which there should be an essential interplay between risk perception and risk communication. The present paper argues that the effectiveness of risk communication in the health domain can be considerably improved by taking into consideration the cognitive and emotional biases and all the factors affecting risk perception. We contend that risk communication is effective when based on the negotiation of meanings and therapeutic options in the doctor-patient relationship and that this is essential in the context of informed consent and person-centered medicine.
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