Dissertation Abstract
Communicating Environmental Risks
Zwickle, Adam K 2014 http://cj.msu.edu/people/zwickle-adam/
Graduate Program in Environment and Natural Resources, Ohio State University (United States), 152 pp.
Words, phrases, and data must be framed in some way, and a growing body of risk communication research indicates that any message frame chosen exerts some predictable effect on the audience. Likewise, construal level theory states that not only is there no neutral level of construal, but one’s current construal level effects numerous other cognitive processes. Any portrayal of information will necessarily assume a relatively general or specific frame, which will influence how the audience construes the message. Therefore, it is not possible to neutrally present any risk data, and whatever message frame is chosen will exert some effect on the audience. In this dissertation I explain the construal level theory of psychological distance (CLT), discuss its role in risk communication, demonstrate how it can be used to increase the effectiveness of risk messages, and conclude with a theoretical investigation into how construal levels and psychological distance interact with other constructs typically measured and manipulated in the field of risk communication.
In chapter one, I review the relevant literature on CLT and risk communication, give practical suggestions for risks communication practitioners and pose research questions in hopes of spurring inquiry in this new and promising direction. Integrating construal levels and psychological distance into risk communication efforts can be done at little to no cost. This chapter provides a baseline of knowledge suitable for risk communication practitioners and scientists outside the field of social psychology to draw from when formulating new risk messages.
In chapter two, I test the effectiveness of using general versus specific message frames in communicating the risks associated with radon gas. Contrary to risk communication conventional wisdom, I demonstrate that a general message frame, with more global data, encouraged a greater amount of mitigation behavior than a specific frame with localized data for those individuals who lived in high risk areas.
Finally, in chapter three, in order to clarify the theoretical underpinnings of the construct of psychological distance, I conducted two studies designed to test its relationship with personal relevance. While inversely correlated, the two constructs are indeed separate and there is no evidence that they are conflated by current accepted measures of psychological distance. My findings also support the validity of previously used items measuring the subjective psychological distance of climate change, and show their usefulness in predicting concern regarding the health effects associated with climate change.
I conclude the dissertation in chapter four by discussing the implications of this work for risk communication practitioners and offering specific suggestions on how to improve risk messages based on the research presented here.
In chapter one, I review the relevant literature on CLT and risk communication, give practical suggestions for risks communication practitioners and pose research questions in hopes of spurring inquiry in this new and promising direction. Integrating construal levels and psychological distance into risk communication efforts can be done at little to no cost. This chapter provides a baseline of knowledge suitable for risk communication practitioners and scientists outside the field of social psychology to draw from when formulating new risk messages.
In chapter two, I test the effectiveness of using general versus specific message frames in communicating the risks associated with radon gas. Contrary to risk communication conventional wisdom, I demonstrate that a general message frame, with more global data, encouraged a greater amount of mitigation behavior than a specific frame with localized data for those individuals who lived in high risk areas.
Finally, in chapter three, in order to clarify the theoretical underpinnings of the construct of psychological distance, I conducted two studies designed to test its relationship with personal relevance. While inversely correlated, the two constructs are indeed separate and there is no evidence that they are conflated by current accepted measures of psychological distance. My findings also support the validity of previously used items measuring the subjective psychological distance of climate change, and show their usefulness in predicting concern regarding the health effects associated with climate change.
I conclude the dissertation in chapter four by discussing the implications of this work for risk communication practitioners and offering specific suggestions on how to improve risk messages based on the research presented here.