The power of three message context modification techniques: priming, planning and participation, to enhance the effectiveness of risk communication, will be tested. Priming is the provision of message-relevant information prior to receipt of the target message. Planning refers to cognitive and behavioral activities engaged in by the audience, whether singly or in groups. The purpose of planning is improved hazard management. Participation refers to interaction among persons acting as a problem-solving team. The objectives of the project are to: (1) assess the efficacy of the Involvement/Relevance/Ability context modification approach to risk communication improvement within an interactive process, (2) to assess the relative efficacy of the two approaches to risk communication improvement both when attempting to reduce public concern about a risk and when attempting to increase public concern about a risk. Results from this study will contribute to the development of risk communication theory and improved risk communication practice.
