chapter  9
28 Pages

Using the Theory of Reasoned Action to Examine the Impact of Health Risk Messages: Robert J. Griffin, Kurt Neuwirth,: and Sharon Dunwoody

COMMUNICATION scholars have long wrestled with the question ofhow messages influence behavior. That question has been addressedrecently-and with renewed intensity-by researchers and professionals concerned with risk communication. A spate of recent books illustrates this concern, driven in part by the perceived bad fit between scientists' and lay audiences' riskjudgments (see, e.g., Leiss, 1989; National Research Council, 1989; Sandman, Sachsman, Greenberg, & Gochfeld, 1987).