Measurement of the persuasive effects of risk format and ambiguity from conflict risk messages by multiple information sources on the environmental communication

本研究探讨在风险沟通过程中，不同来源、不同风险格式的不同量化风险讯息对接受者的影响。这种情况可以表示为2^；ND；订单概率；多个来源，表示为1^；ST&>订单概率；以及它们的风险消息，表示为2^；ND；订单概率。因此，这被认为是一个“模棱两可”的情况。187名大学生参与了这项1^&t；st&gt；实验，他们回答了对12家餐厅的偏爱程度，并给出了评价者的量化评分。结果的方差分析表明，风险信息之间的差异越大，在两个概率水平上都会产生更高的说服效应。此外，使用星号的风险信息的图形表示，使这种影响比使用数字百分比的数字表示更加突出。105名大学生参加了这项使用假想环境广告的实验。这项实验支持在两种情况下风险信息之间的差异的影响-当刺激只包括文字信息时，以及当它包括文字和图形内容时。评分者数量的影响也很显著。结果还表明，在更真实的情况下，变量和评分员数量的影响相对较大。表情的影响相对较小，并增强了其他效果。

This study examined the effects of different quantified risk messages by multiples sources and risk formats on receivers during risk communication. This situation can be expressed as a 2^<nd> order probability; multiple sources, as a 1^<st> order probability; and risk messages by them, as a 2^<nd> order probability. Therefore, it is assumed to be an "ambiguity" situation. One hundred and eighty-seven university students participated in the 1^<st> experiment, and they answered the degree of preference for 12 restaurants which was presented with the reviewers' quantitative rates. Analyses of variance for the results showed that the large variances among the risk messages produced a higher persuasion effect in both probability levels. Moreover, graphical expressions of risk messages, which used stars, made this effect more salient than that of numerical expressions, which used numerical percentages. A hundred and five university students participated in the 2^<nd> experiment, which employed hypothetical environmental advertisments. This experiment supported the effect of variances among the risk messages in both the cases-when the stimulus included merely literal messages and when it included literal as well as graphical contents. The effects of the number of raters were also significant. The results also showed that in more real situations the effects of variances and those of number of raters were relatively large. Those of expressions were relatively small and enhance the other effects.