ABSTRACT
Individual differences that have been shown to relate to the effectiveness of a warning design include gender, age, literacy, experience, language, and personality traits such as self-efficacy, risk taking, and locus of control. This chapter will focus on individual differences that have been shown in the literature to influence warning effectiveness. Other differences, such as culture, familiarity, and experience also relate to warning effectiveness. But, before exploring individual differences for consideration in warning effectiveness, a designer or evaluator must first know something about the intended, or target audience.
