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Enhancing Self‐Protective Behavior: Efficacy Beliefs and Peer Feedback in Risk Communication

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  • Stephan Verroen
  • Jan M. Gutteling
  • Peter W. De Vries

Abstract

In times of a high‐impact safety incident citizens may have a variety of sources available to help them cope with the situation. This research focuses on the interplay of efficacy information in risk communication messages and peer feedback, such as responses on social network sites (SNSs) in the context of a high‐impact risk on the intention to engage in self‐protective behavior. The study pitted high and low efficacy information messages against supporting and opposing peer feedback (N = 242). Results show a significant interaction effect between efficacy information in a news article and peer feedback from SNS messages on both the intention to engage in self‐protective behavior and levels of involvement. Participants who received the article with more efficacy information and also received supportive peer feedback via SNS messages were more likely to express higher levels of involvement and greater intentions to engage in protective behavior. When confronted with a low efficacious news article, the effect of peer feedback on these two variables was significantly stronger. Finally, implications for theory and government risk communication are discussed.

Suggested Citation

  • Stephan Verroen & Jan M. Gutteling & Peter W. De Vries, 2013. "Enhancing Self‐Protective Behavior: Efficacy Beliefs and Peer Feedback in Risk Communication," Risk Analysis, John Wiley & Sons, vol. 33(7), pages 1252-1264, July.
    • Handle: RePEc:wly:riskan:v:33:y:2013:i:7:p:1252-1264
    DOI: 10.1111/j.1539-6924.2012.01924.x
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    References listed on IDEAS

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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    2. Kokkinaki, Flora & Lunt, Peter, 1999. "The effect of advertising message involvement on brand attitude accessibility," Journal of Economic Psychology, Elsevier, vol. 20(1), pages 41-51, February.
    3. Timothy C. Earle, 2010. "Trust in Risk Management: A Model‐Based Review of Empirical Research," Risk Analysis, John Wiley & Sons, vol. 30(4), pages 541-574, April.
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    Cited by:

    1. Claire M. White & Michaela Gummerum & Yaniv Hanoch, 2015. "Adolescents’ and Young Adults’ Online Risk Taking: The Role of Gist and Verbatim Representations," Risk Analysis, John Wiley & Sons, vol. 35(8), pages 1407-1422, August.
    2. Soohee Kim, 2022. "The Influence of SNS on Policy Support to Mitigate Public Health Crises: The Mediating Role of General and Personal Risk Perceptions," IJERPH, MDPI, vol. 19(17), pages 1-16, September.
    3. Doo-Hun Choi & Ghee-Young Noh, 2023. "The Impact of Social Media on Preventive Behavior During the COVID-19 Outbreak in South Korea: The Roles of Social Norms and Self-Efficacy," SAGE Open, , vol. 13(3), pages 21582440231, July.
    4. Jan M. Gutteling & Peter W. de Vries, 2017. "Determinants of Seeking and Avoiding Risk‐Related Information in Times of Crisis," Risk Analysis, John Wiley & Sons, vol. 37(1), pages 27-39, January.

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