Numbers Don’t Move Me: Explicating the Role of Emotion Intensity in the Process of Active Risk Communication

Based on the psychic numbing theory, this study draws on a survey experiment (n=403) data to understand not only what statistical evidence in risk messages does to recipients’ emotion intensity, but also how emotion intensity influence risk perception and efficacy respectively in the process of active risk information management. Findings from the final moderated mediation model suggest that risk perception and efficacy mediate the relationship between perceived relevance and active communication intentions. However, the indirect path to active communication intentions operating through risk perception is only affected by negative emotion intensity, whereas the indirect path to active communication intentions operating through efficacy is only affected by positive emotion intensity. This result highlights the significantly different roles of positive and negative emotion intensity in one’s information management process. Implications for the functioning of the psychic numbing theory on emotion intensity and use in risk communication are discussed.