Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/286469 
Year of Publication: 
2022
Citation: 
[Journal:] Schmalenbach Journal of Business Research (SBUR) [ISSN:] 2366-6153 [Volume:] 74 [Issue:] 4 [Year:] 2022 [Pages:] 695-725
Publisher: 
Springer, Heidelberg
Abstract: 
In this experimental study, we compare the influence of risk communication in the form of stories versus statistics on the level of investment in a resilience-promoting activity. We also analyze how this influence interacts with time gap and with an individual's preferences for risk and numbers. The results indicate that individuals invest more in a resilience-promoting activity when communication comes as a story. This finding holds irrespective of an individual's risk preference. The results did not confirm the expectation that communication in story form leads to a more enduring effect than communication in statistical form. The expectation that the preference for numbers influences the effectiveness of a specific communication form was also not confirmed.
Subjects: 
Storytelling
Risk Communication
Organizational Resilience
Risk Management
Experiment
JEL: 
D81
D83
G32
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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