Anecdotal Versus Statistical Evidence in Risk Communication Messages: the Moderating Effects of Comparative Optimism and Message Framing
Risk communication often contains anecdotal or statistical evidence. Research on the effectiveness of both evidence types reports contractionary findings. Based on construal level theory, this research shows that the moderation of evidence type by message framing depends on comparative optimism. Results reveal that optimists are persuaded by negative anecdotal evidence.
Marina Isabel Wieluch (2016) ,"Anecdotal Versus Statistical Evidence in Risk Communication Messages: the Moderating Effects of Comparative Optimism and Message Framing", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 681-682.
Marina Isabel Wieluch, Bundeswehr University Munich
NA - Advances in Consumer Research Volume 44 | 2016
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