“…The intrinsic uncertainty of pandemic influenza, the probabilistic nature of risk communications and the uncertainties in the science which guides action mean that expert advice may increase uncertainty for individuals, an effect which is consistent with the risk society thesis and, in particular, the concept of 'manufactured risk', that is, risks that arise through efforts to control risks (Giddens, 1999(Giddens, /2003). In addition, there is evidence that individuals are more likely to report compliance with health recommendations if they regard themselves as being at risk of becoming infected, believe that the virus is a serious health threat and believe that their actions can reduce their risk (Prati, Pietrantoni, & Zani, 2011a, p. 762, 2011bRubin, Amlot, Page, & Wessely, 2009, p. 5/8). Thus, if individuals are to accept risk messages about influenza and change their behaviour to minimise their risk of infection, they must first internalise the idea that influenza is a personal threat with implications for their well-being in the world.…”