Kurt Neuwirth

Linking the Heuristic-Systematic Model and Depth of Processing

This study draws a nexus between heuristic-systematic information processing and the theory of planned behavior through a model of risk information seeking and processing. The model proposes that the form of information processing individuals apply to risk information from the media and other sources affects beliefs, evaluations, and attitudes considered important to making judgments about performing risk-reducing behaviors. This study found that deeper, more systematic processing of risk information is positively related to evaluation strength, attitude strength, and the number of strongly held behavioral beliefs actively considered by respondents when thinking about environmental hazards. The relationships were consistent, appearing across two communities and three risks (two health risks and one ecological risk), and held up under multiple statistical controls.

Protection Motivation and Risk Communication

The purpose of this study was to explore the utility of protection motivation theory (PMT) in the context of mass media reports about a hazard. Content elements of a hazards severity, likelihood of occurring, and the effectiveness of preventive actions were systematically varied in a news story about a fabricated risk: exposure to fluorescent lighting lowering academic performance. Results of this experiment (N = 206) suggest that providing information about the severity of a hazards consequences produces greater information seeking. In addition, information about levels of risk, severity, and efficacy combined jointly to produce greater rates of willingness to take actions designed to avoid the hazard. Results are seen as providing general support for PMT and are discussed within the broader framework of information seeking and heuristic and systematic information processing.

Seeking and Processing Information about Impersonal Risk

Attempts to model risk response tend to focus on risks that pose a direct personal threat. This study examined the applicability of one risk response model to impersonal risks—risks that threaten something other than the self, in this case, the environment. This study utilized a section of the Griffin et al. risk-information seeking and processing model, which depicts relationships between informational subjective norms and information seeking and processing as being mediated by perceptions of information insufficiency. The results indicate that while those relationships do hold for impersonal risk, informational subjective norms (perceived social pressure to be informed) may play an even more complex role than initially anticipated. These norms may be a powerful predictor of seeking and processing when individuals face impersonal risks.

Studying Heuristic‐Systematic Processing of Risk Communication

Using a model of risk information seeking and processing developed by Griffin, Dunwoody, and Neuwirth (1999), this study looks at predictors of the processing strategies that people apply to health risk information. Specifically, this article focuses on one relationship within the model--the relationship between perceived amount of information needed to deal with a risk and heuristic-systematic processing. Perceived amount of information needed refers to the gap between ones understanding of a risk and the level of understanding that one needs in order to make a decision about that risk. Building on the work of Chaiken (cf. 1980), the Griffin et al. model predicts--and finds--that the larger the gap, the more likely one will process information systematically. The study employs a novel measure of information processing in a survey setting by sending actual information to participants and then asking them how they attended to it; the researchers evaluate this strategy. Finally, the researchers discuss how these findings might help agencies and practitioners create more effective risk messages.

Why are we here? Managing the meaning of an organizational mission statement

Abstract The purpose of this study was to identify and test the influences that lead individuals to actively manage the meaning of a company Mission Statement. Communication about a company Mission Statement was hypothesized to be a function of an individuals information environment, level of work unit commitment, trust in management, and organizational role. The Management of Meaning Scale (MMS) was developed to assess specific meaning management behaviors. The MMS was cast as the chief dependent variable in a path analysis using LISREL. The general model was well supported. Implications for practices associated with Mission Statement implementation are discussed.

Perceptions of Opinion “Climates” and Willingness to Discuss the Issue of Abortion:

This 1986 survey of 432 Madison, Wisconsin, residents describes an elaborated version of Elisabeth Noelle-Neumanns model of the “spiral of silence.” Consistent with her hypotheses, persons whose opinions were congruent with those of the national majority were more willing to speak to a stranger than were those whose opinions were shared only by a minority; however, the same result was not obtained for either a different mode of expression or system level. Factors such as involvement and knowledge were found to directly influence opinion expression, whereas education and gender were found to be indirectly related to expression.

Exploring lay uncertainty about an environmental health risk

How do laypeople perceive uncertainties about environmental health risks? How do risk-related cognitions and emotions influence these uncertainties, and what roles do sociodemographic and contextual factors, risk judgments, and information exposures play? This study explores these questions using secondary analyses of survey data. Results suggest that uncertainty reflects individual-level emotions and cognitions, but may also be shaped by a variety of social and contextual factors. Emotions (worry and anger) are strongly associated with perceived uncertainty, and perceived lack of knowledge and perceived likelihood of becoming ill are weakly associated with it. Several demographic variables, information exposures, and risk judgment variables affect perceived uncertainty indirectly, primarily through perceived knowledge and emotions. These findings raise a variety of questions about the complex and dynamic interactions among risk contexts, socioeconomic factors, communication processes, perceived knowledge, emotions, and perceived uncertainties about risks.

Person-Effects and Heuristic-Systematic Processing

The study explores the relationship between heuristic and systematic processing and first-, second-, and third-person effects. Controversy surrounding a referendum over the Confederate battle emblem appearing on the Mississippi state flag served as a backdrop for a survey of residents (N = 520) concerning the perceptions of the medias influence on self and others. Results suggest that accuracy-motivated heuristic and systematic processing shows a limited relationship to third- and first-person effects while at the same time demonstrating a robust relationship with transpersonal (second-person) effects. The study revealed that inferred attention of others to the flag issue accounted for additional variance beyond inferred exposure. In addition, systematic processing and second-person effects emerged as significant predictors of indicators of civic participation, discussion and voting, and media censorship. Implications of using the heuristic-systematic model in areas such as political campaigns, social capital and trust, agenda-setting, framing, and the spiral of silence are discussed.

Peer and Social Influence on Opinion Expression Combining the Theories of Planned Behavior and the Spiral of Silence

This study uses the theory of planned behavior and spiral of silence to explore the role of peer and social influence on communicative acts related to drinking behavior. Consistent with the theory of planned behavior, results of the study suggest that a person’s own attitudes and sense of self-efficacy are important influences on willingness to communicate about drinking. Peer influence and, to a lesser extent, perceptions of majority attitudes were associated with willingness to voice an opinion. Only limited evidence of an association between media use and attention and beliefs about efficacy and majority opinion was found. Discussion centers on the possibility of incorporating concepts derived from the theory of planned behavior into the spiral of silence framework. Implications of these findings for future public service interventions also are discussed.

Using the Theory of Reasoned Action to Examine the Impact of Health Risk Messages

Results from a laboratory experiment indicate that information about risk probability affects the belief that drinking parasite-infested tap water leads to personal illness. In line with Fishbein and Ajzen’s theory of reasoned action, this behavioral belief combined with other components of cognitive structure to affect subjects’ attitudes toward the act of drinking the water. These attitudes, along with subjective norms and perceived behavioral control, then affected behavioral intention to drink the water. Message stylistic variables interacted with information about the characteristics of the hazard to affect personal belief about risk from the contamination. In general, key concepts regarding risk-related behavior are accommodated well by Fishbein and Ajzen’s theory, which appears to be very useful for exploring the effects of risk communication.