PhD Studentship: Understanding the Attribute-framing Effect in Risk Communication

Project Supervisors: Dr Peter Collins, Dr Damian Poulter, Dr Calvin Burns, Dr Lynn Hulse

Project Description:

Communicators can describe the same risks differently. For example, a medical team might tell a patient that an operation has a 95% success rate or a 5% failure rate. These different descriptions – or attribute frames – are widely believed to provoke different responses. For example, we might expect the patient to have a more positive attitude towards the operation when told that there is a 95% success rather than 5% failure rate. But there is little consensus on why and when these differences arise and how these frames are understood. This lack of consensus limits the potential for researchers to provide evidence-based guidance to risk communicators in health/safety promotion.  

This project seeks to compare and contrastively test theories of attribute framing to establish why attribute framing occurs and when particular frames will be effective (e.g., associative memory, construal-level theory, implicit reference-point hypothesis, query theory). The results will contribute to a practical guide for risk communicators on how to frame risks. The project will use systematic reviewing to collate key theories of attribute framing, meta-analysis to summarise existing empirical evidence, and cognitive experiments to test between theories. Experiments may include large-scale online experiments and laboratory-based think-aloud methods. The project will draw on supervisors’ specialisms in health communication, road safety, and occupational and fire risks. 

The successful candidate will work at the University of Greenwich’s Maritime Campus at the Old Royal Naval College in Greenwich (London). The PhD is based in the Institute of Lifecourse Development, a centre of interdisciplinary research and practice in healthcare and education. The successful candidate will undergo a comprehensive programme of research training and career development. 

Eligibility:

You should hold a first-degree equivalent to a 1^st Class or 2^nd Class Upper Division (2:1) in a relevant discipline and should have previous experience of conducting quantitative research (e.g., through an undergraduate or taught Master’s dissertation) and training in undergraduate statistics (including the use of statistical software). This project would particularly suit candidates with an interest in behavioural science, risk communication, and judgement/decision making in applied settings. It would be a strong preparation for a career in academia or in the public or private sectors (e.g., behavioural science, health/safety promotion campaigns, marketing). 

Funding:

The project is funded by the Institute of Lifecourse Development at the University of Greenwich. The successful candidate will receive a bursary in line with the UKRI rate (currently, for full time students £21,237 per annum including London weighting of £2,000; pro rata for part-time students). In addition, there will be a contribution to tuition fees equivalent to the university’s home-student rate (currently, £4,786 for full-time students; pro rata for part-time students) for the duration of the scholarship. International applicants will need to pay the remainder of the tuition fees for the duration of their scholarship. This fee is subject to an annual increase.

Duration:

3 years full-time or 6 years part-time.

Enquiries:

For informal enquiries, please contact Dr Peter Collins (p.j.collins@greenwich.ac.uk) or Dr Damian Poulter (d.r.poulter@greenwich.ac.uk).

How to apply:

Please review the following link, containing the person specification and other relevant information, before making an application: https://www.gre.ac.uk/docs/rep/communications-and-recruitment/understanding-the-attribute-framing-effect-in-risk-communication

Funding Comment

Bursary available: £21,237 (FT) + tuition fee contribution; details subject to annual review.

Location of Job

University of Greenwich, Old Royal Naval College, Park Row, Greenwich, London, SE10 9LS

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