Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident

Extending the recent theorizing of the message-centric approach to instructional risk and crisis communication, this study identifies two distinct instructional strategies used by regulatory authorities and adopts a goal-attainment approach to measuring the effectiveness of both strategies in instru...

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Autores principales:	Xiao Wang, Yi-Hui Christine Huang, Qiudi Wu, Ivy Wai-Yin Fong
Formato:	article
Lenguaje:	EN
Publicado:	SAGE Publishing 2021
Materias:	History of scholarship and learning. The humanities AZ20-999 Social Sciences H
Acceso en línea:	https://doaj.org/article/aeb37d1079954485832cb32cb34d3643
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spelling	oai:doaj.org-article:aeb37d1079954485832cb32cb34d36432021-12-02T02:34:19ZExploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident2158-244010.1177/21582440211061525https://doaj.org/article/aeb37d1079954485832cb32cb34d36432021-11-01T00:00:00Zhttps://doi.org/10.1177/21582440211061525https://doaj.org/toc/2158-2440Extending the recent theorizing of the message-centric approach to instructional risk and crisis communication, this study identifies two distinct instructional strategies used by regulatory authorities and adopts a goal-attainment approach to measuring the effectiveness of both strategies in instructing nonscientific publics about impending risks. Specifically, we conducted a quasi-experiment immediately after a substandard vaccine incident in China to examine the differential effects of regulators’ instructional press releases on stakeholders’ risk perceptions and behavioral intentions. We found that the explanation-focused buffering strategy is significantly more effective in both heightening individuals’ cognitive risk perception and reducing their affective risk perception, while the personalization-focused bridging strategy shows more effectiveness in sustaining individuals’ intention to consume and positively evaluate domestic vaccines. Additionally, the findings highlight the need to tailor instructional message strategies to regulatory organizations’ ultimate goals of communication activities. Practical implications for government regulators and risk communicators are also discussed.Xiao WangYi-Hui Christine HuangQiudi WuIvy Wai-Yin FongSAGE PublishingarticleHistory of scholarship and learning. The humanitiesAZ20-999Social SciencesHENSAGE Open, Vol 11 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	History of scholarship and learning. The humanities AZ20-999 Social Sciences H
spellingShingle	History of scholarship and learning. The humanities AZ20-999 Social Sciences H Xiao Wang Yi-Hui Christine Huang Qiudi Wu Ivy Wai-Yin Fong Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
description	Extending the recent theorizing of the message-centric approach to instructional risk and crisis communication, this study identifies two distinct instructional strategies used by regulatory authorities and adopts a goal-attainment approach to measuring the effectiveness of both strategies in instructing nonscientific publics about impending risks. Specifically, we conducted a quasi-experiment immediately after a substandard vaccine incident in China to examine the differential effects of regulators’ instructional press releases on stakeholders’ risk perceptions and behavioral intentions. We found that the explanation-focused buffering strategy is significantly more effective in both heightening individuals’ cognitive risk perception and reducing their affective risk perception, while the personalization-focused bridging strategy shows more effectiveness in sustaining individuals’ intention to consume and positively evaluate domestic vaccines. Additionally, the findings highlight the need to tailor instructional message strategies to regulatory organizations’ ultimate goals of communication activities. Practical implications for government regulators and risk communicators are also discussed.
format	article
author	Xiao Wang Yi-Hui Christine Huang Qiudi Wu Ivy Wai-Yin Fong
author_facet	Xiao Wang Yi-Hui Christine Huang Qiudi Wu Ivy Wai-Yin Fong
author_sort	Xiao Wang
title	Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
title_short	Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
title_full	Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
title_fullStr	Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
title_full_unstemmed	Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident
title_sort	exploring the effects of instructional message strategies on risk perceptions and behavioral intentions: the case of a substandard vaccine incident
publisher	SAGE Publishing
publishDate	2021
url	https://doaj.org/article/aeb37d1079954485832cb32cb34d3643
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Exploring the Effects of Instructional Message Strategies on Risk Perceptions and Behavioral Intentions: The Case of a Substandard Vaccine Incident

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