Communication Channels and Risk Information

Studies of risk communication examining channels emphasize the mass versus interpersonal dichotomy. This approach has not produced entirely consistent results and has neglected to consider other potential attributes of channels. This article presents and evaluates a model featuring cost and expected utility as fundamental aspects of communication channels. Within a case involving risk communication, people are shown to relate channel cost and expected utility to their evaluation of channel usefulness. Recommendations are made for how these concepts might be developed in future research.