ERIC Number: ED339062
Record Type: RIE
Publication Date: 1991-Aug-8
Reference Count: N/A
Effective Communication with the Impulsive Risk Taker: Hypotheses from Four Focus Groups.
Valenti, J. M.; Ferguson, M. A.
A study investigated how impulsiveness affects perceptions of risks, and examined message strategies that might be effective in reaching risk-takers. Twenty-two undergraduate subjects who scored high on a risk-taking measure/survey participated in one of four 60-90 minute focus groups in which participants discussed their health, their concerns and attitudes about environmental issues, and how they would reach others like themselves with messages about risks. Results indicated that effective messages to the impulsive risk-taker will invite spontaneity; call for a simple, one-time action that may be as brief as a phone call or letter, or as lengthy as a day long beach clean-up; and provide a clear, powerful, unavoidable image. Results demonstrated that effective communication for these risk-takers means repeated messages and images using as many media forms as budgets allow, as strong, repeated visual images attract and stick with them. Results suggest that impulsives are hard to reach, but once their attention is gained, no matter how fleetingly, they will act fast. Results also indicate, however, that their actions will not result in lasting attitudes or even much thinking following a stimulated action. (Four tables of data are included; 33 references are attached.) (PRA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Focus Groups Approach; Impulsiveness; Message Responses; Risk Taking Behavior
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (Boston, MA, August 7-11, 1991). Some footnotes may not reproduce legibly.