The effect of media modality and the valence of risk messages on affective risk perception and behavioral intention

미디어 형식과 위험 메시지 구성이 감정적 위험인식과 행위의도에 미치는 영향

  • Lee, Jae-Shin (Dept. of Mass Communication, Chung-Ang University)
  • 이재신 (중앙대학교 신문방송학과)
  • Received : 2012.11.23
  • Accepted : 2012.12.12
  • Published : 2012.12.30

Abstract

The current study explores how media modality and message frame interact to form individuals' affective risk perception and behavioral intention. Specifically, participants were exposed to positive and negative messages on irradiated foods in text, audio, and audio/video formats and their affective risk perception and purchase intention were measured. Results indicate that individuals' affective risk perception and purchase intention were influenced by media modality and message frame. The significant interaction effects between the two variables were also observed. The results indicate that the appropriate media modality should be carefully selected based on the message content for effective risk communication.

Keywords

media modality;frame;affective risk perception;intention;irradiated food

Acknowledgement

Supported by : 한국연구재단