Exemplification effects: responses to perceptions of risk

Author(s)

Patric Spence, University of Central FloridaFollow
Kenneth Lachlan, University of ConnecticutFollow
David Westerman, North Dakota State UniversityFollow
Xialing Lin, Penn State UniversityFollow
Christina Harris, University of Kentucky
Timothy Sellnow, University of Central Florida
debbie sellnow-richmondFollow

Keywords

exemplification theory; telepresence; risk communication; sex differences

Abstract

Exemplification theory asserts that message components that are iconic and emotionally arousing are easily accessed, and are therefore relied upon when making subsequent behavioral decisions. A reanalysis of data from three studies collected at different times, unrelated experimental stimuli (terrorism, food ingredients, and bed bugs), different media (visual and print), varying geographic locations, different experimental conditions (laboratory and online), and diverse participants suggests that these processes work differently for men and women. Results suggest that the medium through which an exemplar is presented and/or experienced may be fairly inconsequential, but there are underlying processes which may determine the extent to which individuals will modify behavioral intentions related to risks. After witnessing exemplified portrayals, women were more likely than men to express a desire to modify behavior, perceive themselves as more susceptible to the risk, and perceive the risk as being more severe across the studies. The findings are discussed in terms of directions for future research and implications for risk communication practitioners.

Date Created

January 2017

STARS Citation

Spence, Patric; Lachlan, Kenneth; Westerman, David; Lin, Xialing; Harris, Christina; Sellnow, Timothy; and sellnow-richmond, debbie, "Exemplification effects: responses to perceptions of risk" (2017). EGS Content. 296.
https://stars.library.ucf.edu/egs_content/296

https://works.bepress.com/patric-spence/1/download/