媒体描绘对感知巡航风险,形象和意图的影响
Laura A Book1, Sarah Tanford1, Seyhmus Baloglu1
1University of Nevada Las Vegas, William F. Harrah College of Hospitality, USA.
概括
新闻轰动性影响消费者决策,增加对旅行的感知风险. 具体地呈现数据,而不是轰动性地呈现,可以减轻这些偏见,特别是在COVID-19等危机期间.
科学领域:
- 消费者心理学 消费者心理学
- 风险感知 风险感知
- 媒体效果 媒体效果
背景情况:
- 新闻媒体极大地影响着公众的看法和决策.
- 游轮上的COVID-19疫情突出了了解媒体在风险传播中的作用的必要性.
- 消费者行为容易受到信息框架和呈现影响的偏见的影响.
研究的目的:
- 调查新闻媒体对游轮上COVID-19病例的描述如何影响消费者决策偏见.
- 确定不同新闻故事元素 (格式,基率,框架,数字大小) 对风险感知和旅行意图的影响.
- 探索媒体轰动主义对超越COVID-19背景的消费者风险感知的更广泛影响.
主要方法:
- 进行了两次操纵新闻故事变量的实验.
- 根据格式,基准率信息,框架 (正面与负面) 和数字大小 (具体与抽象) 的不同新闻报道.
- 测量旅行意图,游轮形象和感知到的游轮风险作为结果变量.
主要成果:
- 之前的游轮经验对旅行意图和游轮形象产生了积极的影响,同时降低了感知风险.
- 具体的数字比抽象的百分比减少了感知风险.
- 负面的框架,特别是小数量的框架,显著提高了人们对邮轮风险的感知.
- 媒体的轰动主义显然会造成决策偏见,过度强调负面结果并增加消费者的风险感知.
结论:
- 新闻媒体对像COVID-19这样的危机的轰动性描绘可能会导致消费者的重大决策偏见.
- 旅游公司和媒体在危机期间应该合作,提供清晰,具体的信息,减少轰动.
- 缓解人听闻和提供事实数据对于在旅游及其他方面做出明智的消费者决策至关重要.
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