Document Type

Presentation

Publication Date

3-2015

Publisher

American Academy of Advertising

Source Publication

AAA Annual Convention

Abstract

While a plethora of researchers have studied risk factors related to sexual violence, few studies have explored what differences account for the various ways women seek and process information about sexual violence. This study seeks to accomplish this by applying the Risk Information Seeking and Processing model (RISP) to the risk of sexual aggression among young females (18-25). RISP has been utilized to effectively explore the individual traits that influence how people seek and process risk information in a number of contexts. The results from a national survey of females show that Informational Subjective Norms (the woman's perceived social pressures to seek information about this risk), as well as Information Insufficiency (her perception that she still needs to know more about the risk to deal with it in her life) are key factors that advertising and publicity campaigns can use to try to break through the barriers to raise knowledge of risk behaviors and ways to avoid them.

Comments

Author version. "Applying the Risk Information Seeking and Processing Model to the Risk of Sexual Aggression among Females Aged 18 - 25: Advertising Implications." A Paper presented at the American Academy of Advertising, annual conference. Chicago, IL, March 2015. © 2015 The Author. Used with permission

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