Personality traits and thinking dispositions: Individual differences call for ‘smart’ messaging

This paper reveals potentially innate psychological differences to explain differing responses to the same information that cannot be explained by personal circumstances, such as age, financial situation and physical constraints. The study examines three well-known cognitive, psychological constructs as measures of these innate differences: cognitive reflection, need for cognitive closure and psychological function preferences. The data reveal who innately: (1) makes the best decisions without full information; (2) is the most/least receptive to simple, instructive messages; and (3) is the most credible information intermediary. According to the findings, those who tend to make the best decisions under normal circumstances using uncertain or incomplete information may be the least receptive to the simple, instructive message approach frequently used in emergency preparedness. Furthermore, those who make the best information intermediaries are most likely a subset of this same group — those who respond well to an abundance of information and do not respond well to the concise directive. Nevertheless, once a deadline (or immediate crisis) approaches, people increase in their need to ‘decide something’, and generally all become more receptive to simple, instructive messages than they may be under normal circumstances (no immediate crisis).These findings are particularly important for business continuity and emergency management communications in promoting optimal emergency preparedness and response.