Testing a susceptibility threshold for risk promotion messages in the shark diving context

Testing a susceptibility threshold for risk promotion messages in the shark diving context

Maria Knight Lapinski, Lindsay Neuberger, Katelyn Grayson-Sneed, Meredith L. Gore

ABSTRACT:

This paper presents the results of two experiments designed to test a susceptibility threshold in the shark cage diving context, positing that persons who are high relative to low sensation-seekers are more likely to approach risks that are portrayed as scary and moderately probable. The results of study one provide evidence for the susceptibility threshold showing high sensation-seekers having greater behavioral intent to engage in risk behaviors when a message portrays a scary but only moderately probable risk. The second experiment finds high susceptibility messages result in more negative attitudes and behavioral intentions. Implications for risk message design and theory are addressed.

Journal of Risk Research, May 2019, DOI 10.1080/13669877.2019.1617337

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