Agency Cues in Online Comments: Exploring Their Relationship with Anonymity and Frequency of Helpful Posts

Xialing Lin; Renee Kaufmann; Patric R. Spence; Kenneth A. Lachlan

doi:10.1080/1041794X.2019.1584828

Agency Cues in Online Comments: Exploring Their Relationship with Anonymity and Frequency of Helpful Posts

Xialing Lin, Renee Kaufmann, Patric R. Spence, Kenneth A. Lachlan

School of Information Science

Research output: Contribution to journal › Article › peer-review

7 Scopus citations

Abstract

Guided by the MAIN model, this study examined the separate and combined impacts of identity and helper heuristics on perceptions of source credibility, perceptions of threat severity, susceptibility of a threat, and intentions to change behaviors. A quasi-experimental study examined the impact of a profile picture and follow-up comments on these outcomes as associated with a news story about the risks associated with a data breach at a high school. The results suggest that identity heuristics may influence credibility perceptions, but the combination of identity and helper heuristics may be required to modify behavioral intentions. The results are discussed in the context of theoretical and practical implications.

Original language	English
Pages (from-to)	183-195
Number of pages	13
Journal	Southern Communication Journal
Volume	84
Issue number	3
DOIs	https://doi.org/10.1080/1041794X.2019.1584828
State	Published - May 27 2019

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Southern States Communication Association.

Keywords

The MAIN model
heuristics
risk communication
source credibility

ASJC Scopus subject areas

Communication

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10.1080/1041794X.2019.1584828

Cite this

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abstract = "Guided by the MAIN model, this study examined the separate and combined impacts of identity and helper heuristics on perceptions of source credibility, perceptions of threat severity, susceptibility of a threat, and intentions to change behaviors. A quasi-experimental study examined the impact of a profile picture and follow-up comments on these outcomes as associated with a news story about the risks associated with a data breach at a high school. The results suggest that identity heuristics may influence credibility perceptions, but the combination of identity and helper heuristics may be required to modify behavioral intentions. The results are discussed in the context of theoretical and practical implications.",

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AU - Kaufmann, Renee

AU - Spence, Patric R.

AU - Lachlan, Kenneth A.

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AB - Guided by the MAIN model, this study examined the separate and combined impacts of identity and helper heuristics on perceptions of source credibility, perceptions of threat severity, susceptibility of a threat, and intentions to change behaviors. A quasi-experimental study examined the impact of a profile picture and follow-up comments on these outcomes as associated with a news story about the risks associated with a data breach at a high school. The results suggest that identity heuristics may influence credibility perceptions, but the combination of identity and helper heuristics may be required to modify behavioral intentions. The results are discussed in the context of theoretical and practical implications.

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Agency Cues in Online Comments: Exploring Their Relationship with Anonymity and Frequency of Helpful Posts

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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