How Diverse Publics’ Perceptions of Health Information Channel Credibility and COVID-19 Risk Impacted Their Preventive Behavioral Intention: Insights from a U.S. National Survey

International Public Relations Research Conference (IPRRC), March 3-5, 2022, Orlando, FL.

Abstract: Using an online survey of a representative U.S. adult sample, this study revealed how publics perceived COVID-19 risk and credibility of information channels differently, which further predicted intention to follow health authority’s recommendations as moderated by age, gender and race/ethnicity. Implications on optimizing risk information dissemination effectiveness are discussed.

Sung In Choi  Yan Jin  Solyee Kim 

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