Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Based on the contingency theory (Cancel, Mitrook, & Cameron, 1999), this study examined whether the perception of leadership as a powerful inner organizational factor influences the outside latent public’s assessment of an organization’s crisis communication. This study also looked at whether the perception of the severity of threats and the opposing public’s size as important external situational factors moderate the organizational stance and strategy assessment.
This study found the main effect of perceived leadership and the interaction effect of perceived leadership and perceived severity of threats on the participants’ estimation of organizational crisis responses. The results theoretically indicate that the contingent theoretical argument explaining the dynamics of organizational factors and situational factors in real public relations practices can also be applied when explaining the outside latent public’s thought patterns predicting an organizational stance and strategy. Based on the supported main findings and some unexpected variations, this study provides implications for the contingency theory of public relations.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study assesses the prevalence of health outgroup homogeneity effects in college students. This study used a quasi-experimental survey design (N = 485) to examine the relationship between three within-subject factors type of disease (AIDS vs. cancer), sexual orientation (homosexual vs. heterosexual), target person sex (male vs. female) and one between-subject factor, respondent sex (male vs. female). Outgroup homogeneity effects were examined on four dimensions: appearance, interests, occupation, and personality. Sexual orientation (heterosexual), topic of the disease (cancer), respondent sex (female) and target person sex (female) emerged as stronger predictors of outgroup homogeneity effects. That is, female respondents perceived more homogeneity in female target persons, heterosexuals and people with cancer. In addition, interaction effects were found for respondent sex and target person sexual orientation such that female respondents perceived heterosexuals as being more similar on all four dimensions of outgroup homogeneity effect. Implications and directions for future research are discussed.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The purpose of this study is twofold: (1) to examine the roles of various peer perceptions in predicting college students’ smoking intention and (2) to test how the roles of peer perceptions differ between those who think about different levels of peers (“close peers” vs. “distant peers”). The 4 peer perceptions are drawn from literature on social norm campaigns (descriptive and injunctive norms) and on the Influence of Presumed Influence model (perceived media influence on peers). Analysis of cross-sectional survey data (N=519) finds that injunctive norm and perceived cigarette ad influence on peers seem to be more crucial determinants of college students’ smoking intention. In addition, the roles of the 2 peer perceptions appear significant only for those who thought about “close peers.” The findings suggest that social norm campaigners should pay more attention to correcting misperceived injunctive norm and influence of cigarette advertising on peers rather than to correcting misperceived descriptive norm. Generally, peer perception researchers should use the concept “peer” more carefully. A concept of peers “more similar” and “perceivably closer” should be used to design effective campaign messages and programs.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examines the self-monitoring tendency’s role in communication campaign effects. An analysis of survey data in a charity campaign context indicates that high self-monitors evaluate the charity campaign message more favorably than low self-monitors. In addition, perceived message effectiveness and perceived campaign influence are significantly associated with charitable behavior intention only among high self-monitors. The findings highlight the importance of understanding individual differences for more effective communication campaigns.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Do white men fear various risks less than women and racial minorities? This study tested the white male effect in health risk perception. Using data from the National Survey of Midlife Development in the United States, this study tried to explain gender and race difference in perceived risk of heart attack. Focusing on psychological (neuroticism) and behavioral (smoking pattern and exercise engagement) attributes, I examined the following hypotheses: (1) women and minorities have higher neuroticism and poorer health behaviros, (2) these attributes predict the higher perceived heart risk. The multivariate regression analysis revealed that the white male effect was only partially true in health risk perception. The psycholgical and behavioral risk factors could explain a great deal about why women had the higher pervceived heart risk than men. However, it failed to explain why racial minorities showed the lower perceived heart risk than whites.