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Testing a susceptibility threshold for risk promotion messages in the shark diving context |
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| Authors: | Maria Knight Lapinski Lindsay Neuberger Katelyn Grayson-Sneed Meredith L Gore |
| Institution: | 1. Department of Communication, Michigan AgBio Research, College of Communication Arts and Sciences, Michigan State University, East Lansing, MI, USA;2. lapinsk3@msu.edu;4. Nicholson School of Communication and Media, University of Central Florida, Orlando, FL, USA;5. Michigan State University, East Lansing, MI, USA;6. Department of Fisheries and Wildlife, Michigan State University, East Lansing, MI, USA |
| Abstract: | AbstractThis paper presents the results of two experiments designed to test a susceptibility threshold in the shark cage diving context, positing that persons who are high relative to low sensation-seekers are more likely to approach risks that are portrayed as scary and moderately probable. The results of study one provide evidence for the susceptibility threshold showing high sensation-seekers having greater behavioral intent to engage in risk behaviors when a message portrays a scary but only moderately probable risk. The second experiment finds high susceptibility messages result in more negative attitudes and behavioral intentions. Implications for risk message design and theory are addressed. |
| Keywords: | Risk messages severity susceptibility sensation-seeking fear appeals sharks |