Document Type

Presentation

Publication Date

6-1990

Publisher

International Communication Association

Source Publication

ICA Annual Convention

Abstract

A laboratory experiment, using a 2x2x2x2 design, investigated the effects of four characteristics of risk news stories on behavioral beliefs about risk. Based on the Fishbein-Ajzen Theory of Reasoned Action, amended to include perceived behavioral control, we expected that changes in these cognitive structural variables would alter attitudes toward actions taken to alleviate risk, and that attitudinal change would affect intention to take subsequent action. Results indicate that information about risk probability affected the behavioral belief that drinking infested tap water would lead to personal illness. This belief combined with other components of cognitive structure to affect attitudes toward drinking the water. Attitudes, subjective norms and perceived behavioral control related to behavioral intention. Message stylistic variables interacted with hazard characteristics to affect belief of personal risk from the hazard. This perception of risk correlated most directly with the relative level of risk from the hazard when subjects read personalized leads and were not given headlines that stressed the risk. In general, key concepts in risk-related behavior, such as perceived risk, outcome severity, and personal control over exposure to the hazard, were accommodated well by the model, which appears very useful for exploring the effects of risk communication.

Comments

Applying the Fishbein-Ajzen Theory of Reasoned Action to a Study of Message Impacts on Responses to a Health Risk. A paper presented at the Annual ICA Conference, Dublin IR, June, 1990. Publisher link. ©1990 The Author. Used with permission.

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