TY - JOUR
T1 - Agency Cues in Online Comments
T2 - Exploring Their Relationship with Anonymity and Frequency of Helpful Posts
AU - Lin, Xialing
AU - Kaufmann, Renee
AU - Spence, Patric R.
AU - Lachlan, Kenneth A.
N1 - Publisher Copyright:
© 2019, © 2019 Southern States Communication Association.
PY - 2019/5/27
Y1 - 2019/5/27
N2 - 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.
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.
KW - The MAIN model
KW - heuristics
KW - risk communication
KW - source credibility
UR - http://www.scopus.com/inward/record.url?scp=85063106786&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85063106786&partnerID=8YFLogxK
U2 - 10.1080/1041794X.2019.1584828
DO - 10.1080/1041794X.2019.1584828
M3 - Article
AN - SCOPUS:85063106786
SN - 1041-794X
VL - 84
SP - 183
EP - 195
JO - Southern Communication Journal
JF - Southern Communication Journal
IS - 3
ER -