The Effects of Threat Type and Gain-Loss Framing on At-Risk Publics’ Responses to Environmental Risk Communication

Accepted for presentation at the 23rd annual International Public Relations Research Conference (IPRRC), March 5-7, 2020, Orlando, FL.

Abstract: This study examines the effects of environmental risk perception and risk responsibility attribution on the association between message features and publics’ behavioral intention, which help connect public relations theory with practice as well as provide recommendations for practitioners regarding which message features are effective in forming proper risk perception.