The new social marketing challenge to promote radon testing.
As part of a project funded by the Environmental Protection Agency, exploratory qualitative analysis was conducted to gain insight into perceptions of the threat of radon in the Karst geological region (i.e., Northern Alabama, Central Tennessee, Central Kentucky). Based on health practitioner input, it was clear that the tenets of Protection Motivation Theory (PMT) and the probing afforded by focus group research would provide greatly needed theory-based insight into the public reactions (or lack thereof) to the threat posed by radon. Qualitative research findings of this project are discussed as well as preliminary recommendations are provided to advance the protection motivation theory research agenda for promoting awareness of the threat of radon and to influence appropriate response to that threat.