ABSTRACT
This chapter reviews some of the basic research methodologies used to investigate warning effectiveness. Selected studies are used as examples to describe how specific methods are implemented. Although some results are discussed, the goal is to focus on the methods used to achieve the results. This chapter is organized based on the information processing stages of the Communication-Human Information Processing (C-HIP) framework (Wogalter, chap. 5, this volume). The stages and typical assessment methods include (a) attention switch and maintenance stages, using eye tracking, response time, and looking behavior; (b) comprehension/memory, using recall and recognition tests; (c) attitudes, beliefs, and motivations, using subjective and self-report measures. Issues including operational definitions, subjective measures, and validity/reliability in warning effectiveness studies are discussed.
