Brian Zikmund-Fisher, PhD

 

Brian Zikmund-Fisher, PhD, uses his interdisciplinary background in decision psychology and behavioral economics to study factors that affect individual decision making about a variety of health and medical issues, with a particular emphasis on health and environmental risk perceptions and the effects of poor numeracy (people's ability to interpret quantitative information) on health and medical decision making. His research in health communications focuses on making risk statistics and other types of quantitative health information meaningful and useful for decision making by patients and the public. Dr. Zikmund-Fisher directs the Internet Survey Lab at the UM Center for Bioethics and Social Sciences in Medicine (CBSSM), is a core faculty member of the UM Health Informatics program, and is affiliated with the UM Risk Science Center (UM-RSC) and the Ann Arbor VAMC HSR&D Center of Excellence.