This study examines the application of a theory of integrated value systems put forth by Shalom Schwartz to a model of trust and source credibility involving health risks newly portrayed in the mass media. The value priorities of respondents will be assessed using Schwartz's value survey, which was originally derived from the work of Milton Rokeach, and now standardized on samples drawn from fifty-six countries. Having read short news accounts of several different types of health risks, the ten motivationally distinct value typologies of the theory will be contrasted according to the varied reasoned consequences of different risks. These risks may either conflict with or may be compatible with the pursuit of other value types. In addition, the analysis will investigate the importance of these individual value structures for the heuristical decision process of determining both the information sources' reporting bias and knowledge of the health risk and the concurrent level of trust that account for those perceptions.
Learning Objectives: N/A
Keywords: Health Communications, Risk Communication
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.