Public's Cognitive and Emotional Responses to Nuclear Messages: Implications for Effective Nuclear Communication Programs

The public debate over the use of nuclear energy is not limited to the area of technology, and has become subject to the public's subjective perceptions and emotions regarding the issue. This study empirically demonstrated the advantage of loss framing in improving public's favorable responses toward nuclear energy messages. Such framing effect was found to be moderated by individuals' daily use of online news. The findings of this study suggest that public's cognitive and emotional responses toward nuclear messages should be carefully considered when planning effective nuclear communication program.