Clifford W. Scherer

Exploring motivations for consumer Web use and their implications for e-commerce

This study examines the influence of demographic variables and dimensions of motivational factors of two types of consumer Web use: percentage of weekly Web surfing time spent searching for product and service‐related information and online shopping and transactions. It combines data from two sources: a self‐administered survey of 59 undergraduates in an introductory communication course at Cornell University; and a mail/Web survey of 59 New York State residents who had reported subscribing to an online service in a previous mail survey. We found distinctively different patterns of relationships among demographics and motivational factors for the two types of dependent variables. Most importantly, transactional privacy concerns were found to be negatively related to percentage of time spent on product searches and online shopping, while economic motivations had a positive influence. In addition, online shopping was found to be predicted by information motivations, interactive control motivations, and socialization motivations. Implications for Web‐based commerce and advertising are discussed.

The College Tradition of "Drink 'Til You Drop": The Relation Between Students' Social Networks and Engaging in Risky Behaviors

Despite the empirical and anecdotal evidence of the growing problem of alcohol use and abuse on college campuses, there exists a high level of uncertainty regarding factors contributing to this particularly risky behavior. This article adopts a network approach to the study of risky behaviors exhibited among college students, particularly the excessive use of alcohol. Specifically, this investigation examines the role of to whom students are talking, with whom they are affiliated, and how frequently they are discussing potential effects of risky behaviors on the excessive use of alcohol. Two hundred thirty-nine undergraduate students completed a survey 1 week following an unofficial university-wide event celebrating the end of spring semester that traditionally revolves around the overconsumption of alcohol. Students were asked to report on a number of things, including their typical behaviors, behaviors they participated in at this particular event, and features of their social networks. Membership in Gr...

Community involvement and risk perception at personal and societal levels

Some risk perception studies suggest that personal and societal level risk judgements are distinct and largely separate, and people do not necessarily draw personal implications from their general views about society. This study explores the role of community involvement in peoples risk judgements at personal and societal levels. Using risk judgements about four health issueswater contaminants, radon, AIDS and heart diseasewe examined if community involvement decreases the discrepancy between personal and societal level risk perceptions. The data were collected through a mail survey of a random sample of 750 upstate New York residents. Across the four issues people tend to have significantly more concern at the societal level than at the personal level. Multiple regression analysis shows that community involvement decreases the difference people have between the personal and societal level risk judgements and that it has a direct impact on peoples personal level of concern about AIDS. Compared with men, women tend to have higher levels of societal concern across all four health issues. Interpersonal communication primarily influences personal judgements. These findings have important implications for health education campaigns and deserve more attention from researchers.

Attaining a State of Informed Judgments: Toward a Dialectical Discourse on Risk

The inadequacy of direct regulatory control of health, environmental, and technological hazards has triggered an accelerating interest in risk communication as an alternative form of risk management. This chapter discusses the assumptions and issues inherent in two paradigms of risk communication. The first paradigm, classical risk communication, follows a linear model that structures communication into senders, media, messages, and receivers. It aims to persuade the public in accepting scientific and bureaucratic judgments of risk acceptability as well as decisions on risk management. The second paradigm, dialectical risk communication, goes beyond ensuring that one’s message is transmitted and listened to. Rather, it is aprocess of empowering stakeholders to appreciate different perspectives on risk, scrutinize opinions and perceptions about risk, and sharpen the skills necessary to make informed judgments that consequently have impacts on individual and community lifestyles and policies. The authors ar...

The importance of human dimensions research in managing harmful algal blooms

Harmful algal blooms (HABs) are natural freshwater and marine hazards that impose substantial adverse impacts on the human use of coastal and marine resources. The socioeconomic and health impacts of HABs can be considerable, thereby making a case for “human dimensions” research to support HAB response. Human dimensions research is multidisciplinary, integrating social science, humanities, and other fields with natural science to enhance resource management by addressing human causes, consequences, and responses to coastal environmental problems. Case studies reported here illustrate the importance of human dimensions research. Incorporating such research into the scientific agenda – as well as into management decisions of public agencies concerned with natural resource management, environmental protection, and public health and welfare – requires the development of both strategic guidance and institutional capacity. The recent development of a multi-agency research strategy for HAB response and a strateg...

Communication, risk behavior, and perceptions of threat and efficacy: A test of a reciprocal model

Abstract Despite empirical and anecdotal evidence of the growing problem of alcohol use and abuse on college campuses, there is a high level of uncertainty regarding factors contributing to this particularly risky behavior. Past research has argued persuasively for the role individuals’ level of self‐efficacy and perceptions of threat or susceptibility play in decisions to engage (or not engage) in a variety of behaviors (Witte, 1992). However, factors contributing to the development of these perceptions of self‐efficacy and threat have yet to be completely understood. The present investigation argues that it is through our interactions with others, as well as our personal experiences with risky behaviors, that we develop perceptions of threat and efficacy. Recognizing, however, the complex and reciprocal nature of the attitude‐behavior relationship, this paper explores the intricacies of the relationships among communication, threat, efficacy, and behavior. 239 undergraduates at a medium‐sized northeaste...

Exploring attribution of responsibility for visitor safety in a US national park

Attracting millions of visitors each year, US national parks represent one context in which unintentional injuries are recurrent and fatal. Given unique environmental and infrastructural risks, as well as varied recreational opportunities and social contexts, who is perceived as responsible for preventing visitor injuries, and how might this relate to risk perception? Further, how does attribution of responsibility relate to support for preventative risk management? Limited research has considered these questions yet increasing promotion of parks to diverse audiences suggests a need to build public support for risk management. Using quantitative and qualitative survey data, this study found that most visitors perceived themselves as responsible for their own safety, and perceptions of the uncontrollability of risks were positively related to these attributions; however, attribution failed to predict support for preventative risk management. Significant predictors included perceptions of risk, participation in high-risk activities, and travelling companions. Future directions for this research, including the role of voluntary risk-taking in recreational settings, are discussed.

Bridging Theory and Praxis: Reexamining Public Health Communication

As it examines the theoretical bases of the strategies employed in public health communication programs, this chapter attempts to establish patterns and trends in theory application, to synthesize the lessons learned in public health communication programs, and to draw implications for combining theoretical insights and practical program development. Based on a review of selected public health communication programs conducted between 1970 and 1991, three broad theoretical categories of health communication approaches are discussed: (a) a continuing reliance on the direct effects of mass media, (b) attempts to recapture interpersonal processes, and (c) a synergistic intervention utilizing person-to-person, community support, and mass communication techniques. Issues are raised about the implications of these approaches for communication plans and strategies for the future.

Communicating food safety: Ethical issues in risk communication

This paper discusses two paradigms of risk communication that guide strategies for communicating food safety issues. Built on the principles of social utility and paternalism, the first paradigm heavily relies on science and technical experts to determine food safety regulations and policies. Risk communication, in this context, is a unidirectional process by which experts from the industry or government regulatory agencies inform or alert potentially affected publics about the hazards they face and the protective actions they can take. However, public trust and confidence in government and industry have considerably declined. Experts are being questioned about the objectivity of their assessments of risks. Policy makers are being challenged on such risk management decisions as tolerance guidelines, food labeling laws, and emergency warning systems. Concomitantly, some segments of the public, especially consumer advocates and environmental groups, are demanding increased input into the decision making process as they call for the recognition of lay perceptions and interpretations of risk as a legitimate counterpart to technically-assessed risk. Hence, instead of the linear, persuasion-oriented communication process, there are evolving efforts to shape risk communication into a more dialogical, interactive, and democratic exchange of information among different stakeholders (i.e., technical experts, government policy makers, industry, interest groups, and the general public). Reflecting a more Jeffersonian approach, this second paradigm argues that decisions about food safety are so complex and multi-dimensional that they must not be left to experts alone.However, both paradigms present ethical dilemmas. Determining the risks and relative safety of foods is not a totally objective and concise process. Since it involves social, economic, political, and personal values, how can the public not be involved in the exchange of ideas and information concerning food risks and safety? On the other hand, can we afford to let public opinion govern decisions pertaining to food risks and safety without consideration for the merits of scientific risk assessment? This paper raises questions regarding some assumptions of these two risk communication paradigms, and explores and discusses some of the salient ethical questions inherent in each framework.

The Proof is in the Picture: The Influence of Imagery and Experience in Perceptions of Hurricane Messaging

AbstractAlthough evidence suggests that photographs can enhance persuasive messaging by offering “proof,” less research considers their utility relative to other visual forms that ostensibly convey more information but more abstractly. Drawing on communication and information processing theory, this study examines the influence of visual features and personal experience variables in a domain with urgent need to better understand their role: hurricane messaging. In a between subjects experiment, residents of New York, New Jersey, and Connecticut (N = 1052) were exposed to a hypothetical hurricane forecast accompanied by a photograph of storm surge inundating a house (indexical image), a map of projected storm surge (iconic image), or no image (control), depending on condition. Results revealed that participants in the indexical condition perceived the greatest risk overall and were more likely to mention evacuation as a behavioral intention than did those in the iconic and control conditions, controlling f...