Priming and source credibility effects on individual responses to AMBER and other mediated missing child alerts

This study examined the effects of the AMBER Alert system, which has become a staple on broadcast outlets throughout the United States. Using an experimental design, researchers examined priming effects (labeling the alert as “AMBER” or generically “missing child”) and source credibility (from a branded media outlet or a social networking post) on citizen responses to alerts. Regardless of source, the AMBER label prompted higher participant involvement with a case and higher ratings of message importance. The source cue affected ratings of message quality only.

► We examined how AMBER Alerts affected audiences’ responses to a missing child case. ► Participants were primed either with an “AMBER” cue or a generic “missing child” cue. ► Alerts appeared on a branded local television website or a social networking site. ► The AMBER cue led to higher ratings of participant involvement and message importance. ► The source cue affected ratings of message quality only.