Priming and source credibility effects on individual responses to AMBER and other mediated missing child alerts

Abstract

This study examined the effects of the AMBER Alert system, which has become a staple on broadcast outlets throughout the United States. Using an experimental design, researchers examined priming effects (labeling the alert as “AMBER” or generically “missing child”) and source credibility (from a branded media outlet or a social networking post) on citizen responses to alerts. Regardless of source, the AMBER label prompted higher participant involvement with a case and higher ratings of message importance. The source cue affected ratings of message quality only.

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