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The Effects of Absolute versus Relative Risk Presentation Format, Source Credibility, and Numeracy on Risk Perceptions and Behavioral Intentions
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절대적 대 상대적 위험 제시 형식, 정보원 신뢰도, 수리 문해력이 공중의 위험 인식과 행동 의도에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Academic Society For Public Relations PR연구 홍보학 연구 제21권 제3호 KCI Accredited Journals
Published
2017.1
Pages
32 - 63 (32page)

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The Effects of Absolute versus Relative Risk Presentation Format, Source Credibility, and Numeracy on Risk Perceptions and Behavioral Intentions
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Communicators may present risks as either absolute or relative. The choice of these risk presentation formats, according to Gerd Gigerenzer, determines people’s risk perception and reactions. This study examined the effect of risk presentation format (absolute vs. relative numeric value) on the public’s risk perceptions (personal- and societal-level) and on their behavioral intentions (preventive action, willingness to comply to the government’ recommendations). It also tested the main and interaction effects of source credibility and numeracy on the dependent variables, along with the risk presentation format. An experiment was conducted with a 2 risk presentation format x 2 source credibility (high vs. low) x 2 numeracy (high vs. low) between-subjects design among 275 college students from two universities. The tests of three-way Analysis of Variance showed the following results: (1) Societal-level risk perception was higher in (a) relative risk presentation format condition, (b) relative risk presentation format x low credibility condition, (c) relative risk presentation format x low numeracy condition; (2) Willingness to comply to the government’ recommendations was higher in (a) high credibility condition, (b) absolute risk presentation format x high credibility condition, (c) high numeracy condition. The findings are discussed in relation to previous research. This study advances theoretical arguments in the risk communication field and offers practical implications for effective risk communication strategies and media and risk literacy training.
#위험 제시 형식 #절대적 위험 #상대적 위험 #수리 문해력 #정보원 신뢰도 #개인적 위험인식 #사회적 위험 인식 #예방 의도 #정부 권고 순응 의도 #Risk presentation format #absolute risk #relative risk #numeracy #source credibility #personal-level risk perception #societal-level risk perception #intention for preventive action #willingness to comply to the government' recommendations

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References (29)

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Adams, J. / 1995 / Risk / UCL Press google schola Chen, Y. / 2015 / Message formats, numeracy, risk perceptions of alcohol-attributable cancer, and intentions for binge drinking among college students / Journal of Drug Educa google schola Ciampa, P. J. / 2010 / Patient numeracy, perceptions of provider communication, and colorectal cancer screening utilization / Journal of Health Communication 15 : 157 ~ 168 google schola David, P. / 2004 / Methodological artifact or persistent bias? Testing the robustness of the third-person and reversed thirdperson effects for alcohol message / Communication google schola Dunlop, C. / / Processed meat and cancer:What you need to know / Cancer Research UK google schola

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