Korean Journal of Cognitive Science (인지과학)
- Volume 23 Issue 4
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- Pages.457-485
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- 2012
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- 1226-4067(pISSN)
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.
본 연구에서는 미디어 형식과 위험 메시지 구성에 따라 방사선 조사식품에 대한 즉각적이고 감정적인 반응과 숙고적 행동의도가 어떻게 형성되는가를 살펴보고자 했다. 이를 위해
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