Hyoyeun Jun

Bio: Hyoyeun Jun is an academic researcher from University of Georgia. The author has contributed to research in topics: Conceptualization & Advertising research. The author has an hindex of 2, co-authored 5 publications receiving 276 citations. Previous affiliations of Hyoyeun Jun include Salve Regina University.

Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent

Abstract: In this study we examined the effect of disclosure language (control/no disclosure, “SP,” “Sponsored,” and “Paid Ad”) in Instagram-based influencer advertising on ad recognition, brand attitude, pu...

The Conceptualization of Risk Tolerance and Scale Development for Measuring Publics’ Tolerance of Individual Health Risks

Abstract: Risk tolerance, identified by scholars over two decades ago as an essential concept in risk communication, has remained understudied without clear conceptual and operational definitions. As the first study developing a multiple-item scale for measuring at-risk publics’ tolerance of different risk types, this study refines the conceptualization of risk tolerance and advances its operationalization in the setting of individual health risks. Qualitative research (in-depth interviews: n = 28; focus group: n = 30) and two survey datasets (sample 1: n = 500; sample 2: n = 500) were employed for scale development and testing. Results identify that two types of individual health risk tolerance exhibited by at-risk publics: (1) Compulsive tendency toward risk taking (CTRT), as evidenced in their unwillingness to refrain from risky behaviors even if they know the negative consequences and (2) inertial resistance to risk prevention (IRRP), as indicated by their indifference toward or intentionally ignoring health messages advocating for behavioral changes. The two-factor 13-item scale’s reliability, factorial structure, and validity are further assessed. This risk tolerance scale provides a valid and reliable psychometric tool for risk communication scholars and practitioners to measure publics’ tolerance of different individual health risks in order to design effective messages to overcome it as a barrier.

The Role of Risk Tolerance in Publics’ Health Risk Perception and Responses

Abstract: To better understand how uncertainty influences publics’ risk perception and responses, this study introduced risk tolerance as a new concept to public relations literature and then investigated how publics react to health risks with different temporal distances: climate change and foodborne illness. Through an online survey, this study found out that uncertainty, induced by risk temporal distance, leads to varied risk tolerance, which subsequently influences where and how people seek and share risk information.

Health Risk Tolerance as A Key Determinant of (Un)willingness to Behavior Change: Conceptualization and Scale Development

Abstract: After the study of testing determinants of risk tolerance affecting information sharing, this study was conducted as a second step to actually develop the scale for risk tolerance. Firstly, this study followed qualitative steps, such as in-depth interview and focus group, to capture how public describes the situation when they are tolerating the risk, when they knew what the recommended behavior is to relieve the risk. Secondly, this study collected 1000 U.S. public sample for the survey questionnaire that are the items generated from the qualitative steps.

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Abstract: In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Abstract: In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of...

Using Behavioral Science to help fight the Coronavirus

Abstract: This rapid, narrative review summarizes useful evidence from behavioral science for fighting the COVID-19 outbreak. We undertook an extensive, multi-disciplinary literature search covering five issues: handwashing, face touching, self-isolation, public-spirited behavior, and responses to crisis communication. The search identified more than 100 relevant papers. We find effective behavioral interventions to increase handwashing, but not to reduce face touching. Social supports and behavioral plans can reduce the negative psychological effects of isolation, potentially reducing the disincentive to isolate. Public-spirited behavior is more likely with frequent communication of what is “best for all”, strong group identity, and social disapproval of noncompliance. Effective crisis communication involves speed, honesty, credibility, empathy, and promoting useful individual actions. Risks are probably best communicated through numbers, with ranges to describe uncertainty – simply stating a maximum may bias public perception. The findings aim to be useful not only for government and public health authorities, but for organizations and communities.