First Advisor

Brianne Suldovsky

Term of Graduation

Fall 2025

Date of Publication

1-1-2026

Document Type

Thesis

Degree Name

Master of Science (M.S.) in Communication

Department

Communication

Language

English

Subjects

Affect, Competence, Heuristics, Naturalness, Nuclear Power, Risk Analysis

Physical Description

1 online resource (iv, 43 pages)

Abstract

Rising energy demand in the United States necessitates alternatives to fossil fuels, yet renewable energy sources alone are insufficient to meet this demand. Nuclear power presents a promising option but faces persistent public hesitancy. This study examines how heuristic-based biases relate to American's risk-benefit perceptions towards nuclear power. Guided by the heuristic-systematic model. Results indicate that competence and affect are related to risk-benefit perceptions, and naturalness shows no relationship with risk perceptions but does correlate with benefit perceptions. Implications highlight the importance of affect-driven communication strategies for nuclear communicators, while also underscoring the need for participatory approaches that foster trust and dialogue. Limitations of sampling and measurement are noted, with recommendations for future research to further examine the interplay of heuristics in shaping public opinion.

Rights

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier

https://archives.pdx.edu/ds/psu/44444

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