Brian J. Zikmund-Fisher, PhD

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Associate Director

Brian J. Zikmund-Fisher is an Associate Professor in the Department of Health Behavior and Health Education, University of Michigan School of Public Health, as well as a Research Associate Professor in the Division of General Internal Medicine, University of Michigan Medical School. He has been part of CBSSM and its precursors at UM since 2002, and he has been acting as Interim Co-Director of CBSSM since January 2016.


Dr. Zikmund-Fisher uses his interdisciplinary background in decision psychology and behavioral economics to study factors that affect individual decision making about a variety of health and medical issues. His research in health communications focuses on making risk statistics and other types of quantitative health information meaningful and useful for decision making by patients and the public. Dr. Zikmund-Fisher leads the Postdoctoral Research Fellowship Program and the Internet Survey Lab at CBSSM, and is a core faculty member of both the UM Institute for Healthcare Policy and Innovation (IHPI) and the UM Health Informatics program. He also serves as an Associate Editor for the journal Medical Decision Making.