Attributing information to different sources: effects on the perceived qualities of information, on the perceived relevance of information, and on attitude formation

What is salient in risk communication, and what is believed, is likely to be related to factors additional to the informational content itself. The social context or derivation of the information are important determinants of receiver reactions, particularly where the potential hazard is characterized as unknown, or where the knowledge base surrounding the potential hazard is perceived to be at the level of society rather than of individual members of the general public (for example, genetic engineering). Experimental data are presented which examine the effect of information source on perceptions of qualities of the information (particularly trust in what is being communicated) and subsequent attitudes towards genetic engineering within the context of food safety. It was found that selfreported trust in hypothetical situations may not equate with behavioural responses to actual information when attributed to a particular source. Source attribution as opposed to anonymity was the most important determinant of perceived informational quality. Public reaction to risk information is likely to be determined by a complex inter-relationship between source and hazard characteristics.