Knowledge of risk and self-protection practices and the degree of influenza hazard from live poultry sales.

1. Perceptions of risk from buying live chickens were moderate, but sickness anxieties did not predict buying or touching habits. 2. Buying was strongly predicted by the erroneous belief that cooking is the best means of protection from avian influenza. Health education groups seeking to increase preventive practices to control possible avian influenza outbreaks need to learn from this.