Risk-Taking Tendencies and Radon Messages: A Field Experiment Testing an Information Processing Model for Risk Communication.
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| Title: | Risk-Taking Tendencies and Radon Messages: A Field Experiment Testing an Information Processing Model for Risk Communication. |
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| Language: | English |
| Authors: | Ferguson, M. A., Valenti, JoAnn Myer |
| Peer Reviewed: | N |
| Page Count: | 47 |
| Publication Date: | 1988 |
| Document Type: | Speeches/Meeting Papers Reports - Research |
| Descriptors: | Communication Research, Field Studies, Mass Media Effects, Risk |
| Geographic Terms: | Florida |
| Abstract: | Using radon (a naturally-occurring radioactive gas linked to lung cancer) as the health risk factor, a study examined which risk-taking tendencies interact with different health-risk message strategies. A phone survey pretested 837 randomly selected homeowners from three Florida counties with the highest levels of radon in the state (706 agreed to continue the study). Sixteen message conditions were manipulated from four experimental factors: (1) message source (newspaper article or government brochure); (2) health hazard target (children or adults); (3) complexity of comparative risks (smoking and x-rays, or nuclear power); and (4) specificity of information about actions to reduce the risk (a detailed step-by-step plan or an address for further information). Subjects were mailed questions based on one of the 16 message manipulations (with a 44.9% response rate). Some 317 persons returned the test booklets. Questions concerning media dependencies, personality attributes, home construction, and demographic attributes were measured, along with two dependent variables: fear of radon and estimates of the likelihood that the risk would affect the subject's own home. Risk-taking tendencies were measured by questions concerning personal freedom, sense of control, and sensation seeking. Results revealed that the risk-taking tendencies of adventurousness, impulsiveness, and rebelliousness interacted with message source, risk schema complexity, and target to affect estimates of the likelihood that the risk was a threat, and self-reported fear resulting from the risk. (Eleven figures are included, and two photocopied newspaper articles used in the study and 54 references are appended.) (MM) |
| Entry Date: | 1989 |
| Accession Number: | ED298545 |
| Database: | ERIC |
| Abstract: | Using radon (a naturally-occurring radioactive gas linked to lung cancer) as the health risk factor, a study examined which risk-taking tendencies interact with different health-risk message strategies. A phone survey pretested 837 randomly selected homeowners from three Florida counties with the highest levels of radon in the state (706 agreed to continue the study). Sixteen message conditions were manipulated from four experimental factors: (1) message source (newspaper article or government brochure); (2) health hazard target (children or adults); (3) complexity of comparative risks (smoking and x-rays, or nuclear power); and (4) specificity of information about actions to reduce the risk (a detailed step-by-step plan or an address for further information). Subjects were mailed questions based on one of the 16 message manipulations (with a 44.9% response rate). Some 317 persons returned the test booklets. Questions concerning media dependencies, personality attributes, home construction, and demographic attributes were measured, along with two dependent variables: fear of radon and estimates of the likelihood that the risk would affect the subject's own home. Risk-taking tendencies were measured by questions concerning personal freedom, sense of control, and sensation seeking. Results revealed that the risk-taking tendencies of adventurousness, impulsiveness, and rebelliousness interacted with message source, risk schema complexity, and target to affect estimates of the likelihood that the risk was a threat, and self-reported fear resulting from the risk. (Eleven figures are included, and two photocopied newspaper articles used in the study and 54 references are appended.) (MM) |
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