Examining the impact of message frames on information seeking and processing

Abstract

Purpose The purpose of this paper is to apply the situational theory of publics and framing theory in the context of environmental corporate social responsibility (CSR) communication research to determine how message frames impact information seeking and processing. Design/methodology/approach Using a 3 (message frame: diagnostic, prognostic, or motivational) × 2 (environmental issue: general vs specific) plus control between subjects experimental design, the study examines the attitudes, cognitions, and behavioral intentions different publics may form about two different environmental responsibility issues presented in this study. Furthermore, the study aims to examine how different types of message frames (diagnostic, prognostic, or motivational) and topics may impact how a company can move a public toward information seeking behaviors. Findings Based on theoretical considerations, structural equation modeling was used to examine significant paths between variables, thus creating a proposed new theoretical model that can be applied to CSR, public relations, and strategic communication literature. Originality/value The study offers a proposed new integrated theoretical model that can be applied to strategic communication literature and used to assist companies with enhancing their CSR communication and strategic communication planning efforts to determine how to move a public toward information seeking behaviors.

Using Audience Segmentation to Determine Millennial Perceptions toward GM Foods

“…Findings from this study indicated that individuals that fall under public categories that seek information are impacted differently than those who simply process information that may be presented to them. This finding is significant as it provides both researchers and practitioners guidance regarding differences in behavioral intention between the types of publics (Overton, 2018). In addition, it confirmed the applicability of the theoretical framework when applying it to polarizing topics such as environmental issues.…”

“…Grunig (1983) found that identifying differences in types of publics could aid in developing more effective and targeted communication efforts. The theory proposes that publics arise based on issues that affect them and can assist communication professionals with determining when, why, and how people seek information; their responsiveness to issues; and how communication impacts cognitions, attitudes, and behavior (Overton, 2018). It has been found that the relationship among the variables in STP may explain how people develop attitudes, cognitions, and behaviors.…”

“…It has been found that the relationship among the variables in STP may explain how people develop attitudes, cognitions, and behaviors. This can then influence how companies can tailor or personalize messages to appeal to different audiences, such as nonpublics, latent publics, aware publics, and active publics (Overton, 2018). Audience segmentation can be used in communication campaigns where common beliefs, values, and attitudes are shared by smaller groups (Slater, 1996), aiding strategic communication efforts, such as the providing more accessible communication of science-based GM food news (Dibb, 1999;Lee & Ho, 2018).…”

“…Recent studies such as those from Overton (2018) and Chen (2019) point to the need to continue to examine how demographic characteristics can influence STP segmentation for polarizing topics (i.e., GM food consumption). As such, the research questions in the current study expand upon the work completed in previous research using STP by applying it specifically to the categorization of millennials into groups based not only on their level of support, issue involvement, and levels of knowledge related to GM foods, but also by demographic characteristics.…”

“…Much research has been done to examine consumer attitudes toward GM food and GM technology in general, but little has been done to examine what knowledge millennial consumers have and how they perceive the technology. Risk scholars have recognized the importance of public type categorizations to explain how and why individuals seek and use information or avoid it (e.g., McComas, 1998;Xifra, 2016;Overton, 2018;Chen, 2019). By providing insight into millennial characteristics in regards to where they align in the situational theory of publics, this research can help further risk communication research and improve the understanding of how communication practitioners can reach millennials when discussing GM foods.…”