COMMUNICATING WITH ENVIRONMENTAL AND HEALTH RISK TAKERS - AN INDIVIDUAL-DIFFERENCES PERSPECTIVE

This research explores the effects of different message strategies in interaction with individual differences in risk taking. The data are from two field experiments (2 X 2 X 3 factorial design) with 506 adults. The message variables are risk targets, media formats, and information sources. Results indicate individual differences in concern and information seeking for Adventurous, Impulsive, and Rebellious risk takers. Rebellious risk taking is negatively associated with information seeking and impulsive risk taking is negatively associated with both concern, and information seeking. For the rebellious risk taker, a newspaper article with a state agency source caused higher levels of concern and information seeking about the risk than a newspaper article with the Surgeon General as the source. In contrast, for the impulsive risk taker, concern about the risk is greatest when the message is from a state agency source and in a brochure. What is a successful source and media strategy with one type of risk taker may have no effects or even negative effects with another type of risk taker.