Which of the following is an example of a lag indicator in evaluating risk communication effectiveness?

• A. Message reach
• B. Comprehension
• C. Behavior change
• D. Feedback frequency

Answer: (C)

Lag indicators are the outcomes that appear after exposure to the message, showing whether the risk communication actually influenced real-world actions. Behavior change fits this perfectly because it measures the actual modification in actions or habits that results from the message, reflecting the downstream impact of the communication effort.

Message reach, while important, measures how many people were exposed and serves as a starting point for potential impact rather than the outcome itself. Comprehension tells us whether people understood the message, a proximal measure that predicts potential effect but isn’t the end result. Feedback frequency tracks the level of input received during the process, a process metric rather than an outcome.