Protection Motivation and Risk Communication

Authors

Kurt Neuwirth, University of Cincinnati
Sharon Dunwoody, University of Wisconsin - MadisonFollow
Robert J. Griffin Ph.D., Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

14 p.

Publication Date

10-2000

Publisher

Wiley

Source Publication

Risk Analysis

Source ISSN

0272-4332

Original Item ID

doi: 10.1111/0272-4332.205065

Abstract

The purpose of this study was to explore the utility of protection motivation theory (PMT) in the context of mass media reports about a hazard. Content elements of a hazard's severity, likelihood of occurring, and the effectiveness of preventive actions were systematically varied in a news story about a fabricated risk: exposure to fluorescent lighting lowering academic performance. Results of this experiment (N = 206) suggest that providing information about the severity of a hazard's consequences produces greater information seeking. In addition, information about levels of risk, severity, and efficacy combined jointly to produce greater rates of willingness to take actions designed to avoid the hazard. Results are seen as providing general support for PMT and are discussed within the broader framework of information seeking and heuristic and systematic information processing.

Comments

Risk Analysis, Vol. 20, No. 5 (October 2000): 721-734. DOI.

Recommended Citation

Neuwirth, Kurt; Dunwoody, Sharon; and Griffin, Robert J. Ph.D., "Protection Motivation and Risk Communication" (2000). College of Communication Faculty Research and Publications. 219.
https://epublications.marquette.edu/comm_fac/219