Brian Zikmund-Fisher, PhD, is Associate Professor, Department of Health Behavior and Health Education, School of Public Health at the University of Michigan, as well as a Research Associate Professor in the Division of General Internal Medicine, University of Michigan Medical School.
Dr. Zikmund-Fisher 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
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.