The theory-based influence of map features on risk beliefs: self-reports of what is seen and understood for maps depicting an environmental health hazard.

Theory-based research is needed to understand how maps of environmental health risk information influence risk beliefs and protective behavior. Using theoretical concepts from multiple fields of study including visual cognition, semiotics, health behavior, and learning and memory supports a comprehensive assessment of this influence. The authors report results from 13 cognitive interviews that provide theory-based insights into how visual features influenced what participants saw and the meaning of what they saw as they viewed 3 formats of water test results for private wells (choropleth map, dot map, and a table). The unit of perception, color, proximity to hazards, geographic distribution, and visual salience had substantial influences on what participants saw and their resulting risk beliefs. These influences are explained by theoretical factors that shape what is seen, properties of features that shape cognition (preattentive, symbolic, visual salience), information processing (top-down and bottom-up), and the strength of concrete compared with abstract information. Personal relevance guided top-down attention to proximal and larger hazards that shaped stronger risk beliefs. Meaning was more local for small perceptual units and global for large units. Three aspects of color were important: preattentive "incremental risk" meaning of sequential shading, symbolic safety meaning of stoplight colors, and visual salience that drew attention. The lack of imagery, geographic information, and color diminished interest in table information. Numeracy and prior beliefs influenced comprehension for some participants. Results guided the creation of an integrated conceptual framework for application to future studies. Ethics should guide the selection of map features that support appropriate communication goals.