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Effects of Risk Presentation Format and Fear Message on Laypeople’s Risk Perceptions

백혜진|Thomas Britten Hove
한국PR학회 (Korean Academic Society For Public Relations)|2015.02|PR연구 (Journal of Public Relations)|제19권 제1호|pp. 162-182|DOI 10.15814/jpr.2015.19.1.162

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참고문헌

키워드

부정적 감정불확실성negative emotion미디어media위험인식risk perceptionfearuncertainty공포위험 제시 형식risk presentation format
주제분류신문방송학

초록

This study tests how media messages that have different risk presentation formats andinclude fear independently and jointly affect people’s risk perceptions. An online experimentwas conducted nationwide among South Korean adults regarding three major health risktopics: carcinogenic hazards, H1N1, and mad cow disease. The risk presentation formats usedwere numeric and verbal presentation of risk information. Fear was manipulated through thepresence versus absence of laypeople’s expressions of fear in the message stimuli. Analysisof Covariance (ANCOVA) results among 914 samples indicate that the message conditions withfear and with verbal risk presentation format respectively tend to have a higher level of riskperceptions than those without fear and with numeric risk presentation format. Someinteraction effects were found such that the message condition with fear and verbal riskpresentation format generated the highest level of risk perception in the context of mad cowdisease. Practical implications are discussed regarding media strategies in various riskcircumstances.

Abstract

This study tests how media messages that have different risk presentation formats andinclude fear independently and jointly affect people’s risk perceptions. An online experimentwas conducted nationwide among South Korean adults regarding three major health risktopics: carcinogenic hazards, H1N1, and mad cow disease. The risk presentation formats usedwere numeric and verbal presentation of risk information. Fear was manipulated through thepresence versus absence of laypeople’s expressions of fear in the message stimuli. Analysisof Covariance (ANCOVA) results among 914 samples indicate that the message conditions withfear and with verbal risk presentation format respectively tend to have a higher level of riskperceptions than those without fear and with numeric risk presentation format. Someinteraction effects were found such that the message condition with fear and verbal riskpresentation format generated the highest level of risk perception in the context of mad cowdisease. Practical implications are discussed regarding media strategies in various riskcircumstances.

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