Emphasis Terms for Warning Directives on Compliance Intent

Abstract

Instructions on how to avoid hazards are an important aspect of warnings. Because message brevity is beneficial for effectiveness, the wording ought to be useful in motivating compliance. Participants (N=132) evaluated 37 single and two-word emphasis phrases (e.g., “critical” or “absolutely crucial”) that could be added to a directive (or instructions) statement to indicate the degree of compliance necessity. Manipulated were one or two-word (phrase) emphasis terms (e.g., “critical,” “must,” and “absolutely critical”). Participants rated the compliance intent for each of these. Results showed a wide range of ratings across word/phrase conditions (from “extremely critical” and “urgent” as the highest to “optional” as the lowest). Linear (additive) and non linear effects were yielded by the pattern of means for word/phrase combinations. “Federal Law” was one of the highest rated items confirming similar previous findings. Implications are discussed including the potential for matching terms with hazard levels.