Communication Arts: Faculty Publications

Non-linear effects of absolute risk information on individuals’ self-evaluation, affective responses, and behavioral intentions of precautionary actions against skin cancer

Document Type

Article

Publication Date

7-9-2021

Publication Title

Journal of American College Health

DOI

10.1080/07448481.2021.1926266

Abstract

Objective: The current study explores non-linear effects of absolute risk and effects of comparative risk information about skin cancer on individuals’ safety ratings, affective responses and behavioral intentions. Method: An experimental survey was conducted among college students (N = 563) to test the effects of absolute and comparative risk information across a range of risk levels from 3.7% to 60%. Results: The non-linear model of absolute risk effect was confirmed by the data. Absolute risk information had detectable effects at low levels of risk, but the effects did not change appreciably at the highest absolute risk levels. Regarding comparative risk, the data did not support its effects on individuals’ safety ratings, affective responses and behavioral intentions. Conclusion: The study found the non-linear model fits well to the skin cancer related feelings and behavioral intentions. It suggests future research apply non-linear models to a variety of health communication areas.

Comments

Georgia Southern University faculty member, Beom Jun Bae, co-authored, "Non-linear effects of absolute risk information on individuals’ self-evaluation, affective responses, and behavioral intentions of precautionary actions against skin cancer."

Copyright

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