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

本研究探讨了不同的量化风险信息的多源和风险格式对接收者在风险沟通的影响。这种情况可以表示为2阶<nd>概率;多个来源，表示为1阶<st>概率;以及由它们发出的风险消息，表示为2<nd>阶概率。因此，假设这是一种“模糊”情况。187名大学生参加了1^<st>实验，他们回答了12家餐馆的偏好程度，并给出了评论者的定量评级。结果的方差分析表明，风险信息之间的大方差产生了较高的说服效果，在两个概率水平。此外，使用星号的风险信息图形表达比使用数字百分比的数字表达更突出这种效果。105名大学生参加了2^<nd>实验，实验采用了假设的环境假设。该实验支持了两种情况下风险信息差异的影响--当刺激仅包括文字信息时，以及当刺激包括文字和图形内容时。评分者人数的影响也很显著。结果还表明，在更真实的情况下，方差和评分人数的影响相对较大。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.