Communication-Human Information Processing (C-HIP) Model

Warnings are used to communicate important hazard information to consumers so as to avoid injury or property damage (e.g., Laughery & Wogalter, 2006; Wogalter, Laughery, & Mayhorn, 2012). Typically, this information is visually displayed as a label with text and/ or graphics (e.g., pictorial symbols) adhered to a product or a container, but it can also be in the form of inserts, product manuals, or on signs and placards, etc. for environmental and facility hazards (Conzola & Wogalter, 2001). The format and content of warnings are critical. Generally, research indicates that warnings are usually more effective if they contain certain kinds of content, such as giving the nature of the hazard, instructions on how to avoid the hazard, and an indication of the potential severity of consequences if the hazard is not avoided (e.g., Rogers, Lamson, & Rousseau, 2000; Wogalter et al., 1987). Furthermore, warnings need to be noticeable, legible, understandable, memorable, believable, and motivating to facilitate goals of comprehension and compliance behavior. This chapter primarily focuses on a model that gives a general description of how consumer product warnings may be processed. While the focus is on consumer product warnings, similar principles apply to signs and other kinds of warnings for environmental and facility hazards. The principles can also be extended to risk disclosures such as informed consent forms, credit card terms, CONTENTS Communication-Human Information Processing (C-HIP) Model ........................................34 C-HIP Model .............................................................................................................................35 Source ....................................................................................................................................35 Channel .................................................................................................................................36 Delivery .................................................................................................................................36 Environmental Stimuli ........................................................................................................36 Receiver ................................................................................................................................. 37 Attention Switch .................................................................................................................. 37 Attention Maintenance .......................................................................................................38 Memory/Comprehension .................................................................................................. 39 Beliefs and Attitudes ...........................................................................................................42 Motivation ............................................................................................................................43 Behavior ................................................................................................................................43 Discussion/Conclusions ..............................................................................................................43 References ......................................................................................................................................46