Dr. Lipkus, a nationally and internationally known expert on risk communication, is engaged in development of more effective tools for this purpose.

He has applied theories of health behavior change, , with an emphasis on risk communication processes, to motivate changes in life style such as smoking cessation, diet and exercise. His work also includes the provision risk messages to increase breast cancer and colorectal cancer.

His recent research explores the risk communication strategies to affect waterpipe tobacco and cigarette use as well as colorectal cancer screening.