Understanding the attribute framing effect in risk communication

PhD Title:  Understanding the attribute framing effect in risk communication 

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

Research Centre: Institute for Lifecourse Development (Centre for Thinking and Learning) 

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 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 1st Class or 2nd 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 ([email protected]) or Dr Damian Poulter ([email protected]).  

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. Information about the application process is available at: https://www.gre.ac.uk/research/study/apply/application-process. Applications need to be made online via this link. No other form of application will be considered. Please ensure that you select ‘MPhil/PhD Human Sciences’ from the list to ensure prompt processing of applications.   

All applications must include the following information. Applications not containing these documents will not be considered:  

• ILD Scholarship Reference Number (ILD-FEHHS-03-24) included in the personal statement section  
• Personal Statement* – outlining your motivation for applying for this PhD, and your previous research experience (e.g., as a research assistant or completing a dissertation).   
• Academic qualification certificates/transcripts*  
• IELTS/English Language certificate if you are an international applicant or if English is not your first language or you are from a country where English is not the majority spoken language as defined by the UK Border Agency *   
• Your complete CV*  
• Two reference letters (one ideally from a dissertation supervisor)*  
• Research Proposal* Please provide a brief research proposal (maximum 1500 words) outlining how you would develop this research. Please refer to the Research Proposal structure: https://docs.gre.ac.uk/__data/assets/pdf_file/0022/270049/research-proposal-template.pdf  
• Please ensure that you submit to the MPhil/PhD Human Sciences programme.  

*upload to the qualification section of the application form. Attachments must be in PDF format.  You will need to submit this as 1 single PDF, to be uploaded as attachment.   

Before submitting your application, you are encouraged to liaise with the Lead Supervisor on the details above.