Title

Show, Not Tell: The Contingency Role of Infographics Versus Text in the Differential Effects of Message Strategies on Optimistic Bias

Author First name, Last name, Institution

Guanxiong Huang
Kang Li
Hairong Li

ORCID Identifiers

0000-0002-8588-1454

Document Type

Article

Source of Publication

Science Communication

Publication Date

12-1-2019

Abstract

© The Author(s) 2019. Using an online between-subject experiment, this study tested the effects of message framing (gain vs. loss), reference point (self vs. other), and modality (text vs. infographics) in the scenario of recycling promotion. The findings identified that modality determines under what circumstances message strategies make a difference in risk perception and optimistic bias. In particular, only when paired with infographics and other-referencing point are loss-framed messages more effective than gain-framed messages in increasing risk perception and reducing the self-other gap in perceived benefits. Moreover, risk perception variables and the self-other risk perceptual gap were significant predictors of promoted behavioral intentions.

ISSN

1075-5470

Publisher

SAGE Publications Inc.

Volume

41

Issue

6

First Page

732

Last Page

760

Disciplines

Social and Behavioral Sciences

Keywords

infographics, message framing, modality, optimistic bias, recycling, reference point

Scopus ID

85075385728

Indexed in Scopus

yes

Open Access

no

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