Talking aggressively about GMOs? Examining the effect of aggressive risk communication with communicator’s facial expression and gender

Shupei Yuan and John C. Besley

Journal of Risk Research, 2018, vol. 21, issue 12, 1592-1607

Abstract: Two experiments (N = 229 and N = 268) assessed the effect of aggressive risk communication about GMOs by a scientist on respondents’ perceptions of message quality and writer (the scientist communicator) likability. We also considered two factors from the communicator that may influence how individuals process aggressive messages – facial expression (study 1) and the gender (study 2). Both studies showed that aggressive communication has a negative effect on both perceived message quality and writer likability, which is explained by the level of negative expectancy violation individuals perceived. Moreover, study 1 showed that smiling appeared to be a negative influence on the outcomes and study 2 showed that gender did not influence how people perceive aggressive messages. The findings provided both scholarly and practical implications for science and risk communication.

Date: 2018
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DOI: 10.1080/13669877.2017.1351480

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