Does being a jerk work? Examining the effect of aggressive risk communication in the context of science blogs

Understanding aggressive risk communication is important because many scientists use this approach and we know little about its effects. Two studies were conducted to assess the effect of exposure to aggressive risk communication by a scientist on respondents’ perceptions of risk communication quality, supportive behavior (i.e. forwarding the communication), risk communicator likability, and overall views about scientists. Perceived aggressiveness (studies 1–2) and expectation violation (study 2) were considered as mediators. Analyses suggest both direct and indirect negative effects of aggressive risk communication in the case of likability but potentially positive effects in terms of evaluating the message quality. Moreover, expectation violation provided one possible explanation for the effect of aggression.