Exemplification Effects: Responses To Perceptions Of Risk

Keywords

exemplification theory; risk communication; sex differences; telepresence

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.

Publication Date

5-4-2017

Publication Title

Journal of Risk Research

Volume

20

Issue

5

Number of Pages

590-610

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/13669877.2015.1100658

Socpus ID

84946434115 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84946434115

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