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Resistance to Government’s Message during Emerging Infectious Epidemic Outbreak: Focusing on 3-Level Attitude Change Model

Changhyun Han 1,  Eun-Yeong Na 1

1서강대학교

Candidate

ABSTRACT

Theoretically guided 3-Level Attitude Change Model, this study aims to examine how disease arousal level and disease self-efficacy differentiate resistance of government’s persuasive message and credibility of government as information source during emerging infectious epidemic(MERS) outbreak. The study was conducted to 400 survey respondents who belong to on-live survey company panel and have agreed to take part in surveys. The respondents were randomly assigned to read one of four different messages of government messages reacting to MERS outbreak designed by 2(level of scientific information authority) X 2(level of denial crisis responding strategy) factors. It examined how the different type’s of message affect message resistance and information source credibility. The result showed that the respondents had greater message resistance and lower information source credibility in higher disease arousal level. On the other hand, the respondents’ message resistance decreased and information source credibility increased in higher disease self-efficacy level. In addition, this research examined the effect of message types as well. the respondents who read the message addressing higher level of government’s denial crisis responding strategy had greater message resistance, when they are in high or low disease self-efficacy level. Also, the respondents who read the message addressing high level of scientific information authority or high government’s denial crisis responding strategy had a trust of government as information source when they are in low disease self-efficacy level. On the contrary to this, the respondents who read the message addressing high level of scientific information authority or high government’s denial crisis responding strategy had a distrust of government as information source when they are in high disease self-efficacy level. Overall, persuasive messages having high scientific information authority and using denial crisis responding strategy do not seem to effective all the time. The implications of these findings in this study is to make persuasive message for reducing resistance and maintaining source credibility by considering receiver’s emotion.

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