The Sting of Social: How Emphasizing Social Consequences in Warning Messages Influences Perceptions of Risk
研究警告信息中强调社会后果（而非健康后果）如何增强人们对负面健康结果的时间临近感和脆弱感，进而影响风险感知、行为意图和实际体验。
This research examines the effects of warning messages that emphasize the social consequences of negative health outcomes. The authors demonstrate that highlighting social (vs. health) consequences leads to greater perceived temporal proximity of and increased perceived vulnerability to the outcome, thereby affecting risk perceptions, behavioral intentions, and customer perceptions of actual experience. They document this effect across five studies in different health domains including flossing (Study 1), soda consumption (Study 2), smoking (Study 3), and unprotected ultraviolet light exposure (Studies 4 and 5). These findings point to the important role of the consequence type highlighted in warning messages, which can have a significant impact on risk perceptions and consumer experiences.