Achieving effective risk-factor modification in men

appreciated by most men. In the business world, risk, when adroitly judged, can lead to significant rewards. By contrast, most men tend to be somewhat risk averse, not only financially, but also more importantly in terms of approaching their health. Attitudes between the sexes vary, as does their willingness to seek medical help and advice. Women tend to seek help earlier and are much more likely to confide in friends and relatives.