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Effective Communication with the Impulsive Risk Taker: Hypotheses from Four Focus Groups.

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Title: Effective Communication with the Impulsive Risk Taker: Hypotheses from Four Focus Groups.
Language: English
Authors: Valenti, J. M., Ferguson, M. A.
Peer Reviewed: N
Page Count: 33
Publication Date: 1991
Document Type: Reports - Research
Speeches/Meeting Papers
Descriptors: Behavior Modification, Change Strategies, Communication Problems, Communication Research, Communication Strategies, Emotional Response, Higher Education, Information Theory, Public Relations
Abstract: A study investigated how impulsiveness affects perceptions of risks, and examined message strategies that might be effective in reaching risk-takers. Twenty-two undergraduate subjects who scored high on a risk-taking measure/survey participated in one of four 60-90 minute focus groups in which participants discussed their health, their concerns and attitudes about environmental issues, and how they would reach others like themselves with messages about risks. Results indicated that effective messages to the impulsive risk-taker will invite spontaneity; call for a simple, one-time action that may be as brief as a phone call or letter, or as lengthy as a day long beach clean-up; and provide a clear, powerful, unavoidable image. Results demonstrated that effective communication for these risk-takers means repeated messages and images using as many media forms as budgets allow, as strong, repeated visual images attract and stick with them. Results suggest that impulsives are hard to reach, but once their attention is gained, no matter how fleetingly, they will act fast. Results also indicate, however, that their actions will not result in lasting attitudes or even much thinking following a stimulated action. (Four tables of data are included; 33 references are attached.) (PRA)
Entry Date: 1992
Accession Number: ED339062
Database: ERIC
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  Data: Effective Communication with the Impulsive Risk Taker: Hypotheses from Four Focus Groups.
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  Data: <searchLink fieldCode="AR" term="%22Valenti%2C+J%2E+M%2E%22">Valenti, J. M.</searchLink><br /><searchLink fieldCode="AR" term="%22Ferguson%2C+M%2E+A%2E%22">Ferguson, M. A.</searchLink>
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  Data: N
– Name: Pages
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  Data: 33
– Name: DatePubCY
  Label: Publication Date
  Group: Date
  Data: 1991
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  Data: Reports - Research<br />Speeches/Meeting Papers
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  Data: <searchLink fieldCode="DE" term="%22Behavior+Modification%22">Behavior Modification</searchLink><br /><searchLink fieldCode="DE" term="%22Change+Strategies%22">Change Strategies</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+Problems%22">Communication Problems</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+Research%22">Communication Research</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+Strategies%22">Communication Strategies</searchLink><br /><searchLink fieldCode="DE" term="%22Emotional+Response%22">Emotional Response</searchLink><br /><searchLink fieldCode="DE" term="%22Higher+Education%22">Higher Education</searchLink><br /><searchLink fieldCode="DE" term="%22Information+Theory%22">Information Theory</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Relations%22">Public Relations</searchLink>
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  Data: A study investigated how impulsiveness affects perceptions of risks, and examined message strategies that might be effective in reaching risk-takers. Twenty-two undergraduate subjects who scored high on a risk-taking measure/survey participated in one of four 60-90 minute focus groups in which participants discussed their health, their concerns and attitudes about environmental issues, and how they would reach others like themselves with messages about risks. Results indicated that effective messages to the impulsive risk-taker will invite spontaneity; call for a simple, one-time action that may be as brief as a phone call or letter, or as lengthy as a day long beach clean-up; and provide a clear, powerful, unavoidable image. Results demonstrated that effective communication for these risk-takers means repeated messages and images using as many media forms as budgets allow, as strong, repeated visual images attract and stick with them. Results suggest that impulsives are hard to reach, but once their attention is gained, no matter how fleetingly, they will act fast. Results also indicate, however, that their actions will not result in lasting attitudes or even much thinking following a stimulated action. (Four tables of data are included; 33 references are attached.) (PRA)
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  Data: 1992
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      – Text: English
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      – SubjectFull: Behavior Modification
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      – SubjectFull: Change Strategies
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      – SubjectFull: Communication Problems
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      – SubjectFull: Communication Research
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      – SubjectFull: Communication Strategies
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      – SubjectFull: Emotional Response
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      – TitleFull: Effective Communication with the Impulsive Risk Taker: Hypotheses from Four Focus Groups.
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