This cross-sectional study was conducted to investigate risk perceptions, knowledge and attitudes toward CCHF and the factors influencing the perceived risk in the general population residing in Zahedan, Southeast Iran.The majority (70%) of the participants perceived the risk of CCHF in the region to be 'high' regardless of their area of residence. It has been shown that the risk perceptions for emerging infectious diseasesare high, especially when people witness disease outbreaks (
8-
10). During the early phases of the outbreak in Iran, CCHF was associated with a relatively high case fatality ratio (up to 20%) (
11), hence it was recognized as a deadly disease. The negative framing (
12) the chance of death from CCHF, that was used by the mass media and health authorities for presenting the disease, was highly likely to have influencedrisk perception and interpretation of the danger in the study population. We found a strong association between holding a university graduate certificate or having high school education and the probability of reporting a 'high' CCHF perceived risk. Studies have shown that individuals with less formal education are less likely to understand and interpret risk information in a proper manner (
13,
14). Our findings are consistent with results from a previous study that showed an inverse relationship between the level of education and the risk of CCHF infection (
15). It could be expected that people with higher levels of education are more health-conscious and hence more likely to search for health information. People with a higher risk perception are more likely to comply with public health behaviors and take appropriate action to reduce their risk of contracting the disease (
16-
19). A positive association was found between the knowledge score and the perceived CCHF risk. The more aware people are of a risk, the better they perceive it. In the case of the recent influenza H1N1 pandemic, for instance, the disease was given wide media coverage and it received a great deal of attention by public and health authorities that resulted in greater risk perception worldwide (
20,
21). Conversely, poor knowledge has been shown to be a risk factor for low risk perception and hence non-adherence to general precautions recommended by health authorities (
22-
24).
The results from our study showed that the knowledge and attitude of the general population relating to CCHF was below expectations. People living in the endemic areas seem to be aware of the risk CCHF poses to community health and well-being. In our study this was reflected in the relatively high proportion of respondents that reported the risk of CCHF in their area of residence to be 'high'. However, people failed to obtain enough knowledge and to use this information in a consistent way to formulate a judgment of their own vulnerability to CCHF. This is based on a reasoning process that encourages them to think that the hazard in question is not a real threat, even though it may affect people known to them, resulting in a 'self-exempting' optimistic bias (
25). This optimism makes them feel that they do not need to improve their knowledge on different aspects of the disease. A similar study in Turkey also reported insufficient knowledge on CCHF in their study population (
26).
Having had a friend or relative diagnosed with CCHF was positively associated with reporting a 'high' CCHF risk. Knowledge gained from past personal experiences or witnessing someonesuffering from a health event has been thought to increase risk perception (
27-
29). One of the strengths of this survey was that all of the subjects, who were approached, participated in the study which resulted in a 100% response rate. Moreover, a comprehensive structured questionnaire was used by trained health officers for collecting the data. The interviewers received special training prior to the start of the survey to reduce possible sources of interviewer bias.
One of the limitations of this study was that the subjects were recruited through health centers. It could be argued that they might not be an ideal representative of the general population as not all people attend health centers. However, the demographic characteristics of the participants closely matched the most recent population census data.
In summary, our study population perceived that CCHF was highly likely to affect the society in spite of their relatively low level of knowledge and attitude toward CCHF. Risk interpretation and adoption of preventive behaviors are motivated by different factors including knowledge and education levels. Using appropriate methods to convey health messages and provide better risk communication to enhance public awareness should be integrated into all CCHF control programs in the region.