Amber Alert System

AMBER Alert and Social Science

The AMBER Alert system makes many assumptions about human behavior that remain untested. The system assumes that individuals have the ability to remember the information presented in the alert and to identify the perpetrator or the child at a later time. Research on cognitive load and exposure duration suggests that brief messages presented while the recipient is busy (e.g., driving a car) may not be acquired, although these notions have not been tested with AMBER Alert messages. Retention failure and memory reconstruction may also make it difficult to properly remember the alert message. Retrieval problems, such as source attribution errors, may also make it difficult for citizens to fulfill their role in the AMBER Alert system. Eyewitness memory research has indicated that individuals are not always able to recognize a face seen before; this can be especially true for faces of another race. These research techniques could be used to test citizens' ability to become informants.

Social influences and individual differences could affect one's willingness to report. Informants may feel that they are too busy to get involved with an investigation, or they could decide that because other citizens will report the sighting, there is no need for them to report (i.e., the bystander effect). The people around informants could doubt their memory, influencing them not to report. On the other hand, the high severity of a crime may make informants more likely to report. Gender, race, and past experiences with the police have also been shown to affect one's willingness to help. Although these studies were not conducted using AMBER Alert as a framework, they may suggest avenues for future study.

There is also concern that AMBER alerts will lead to “AMBER fatigue,” a phenomenon in which individuals stop paying attention to the alerts because they have seen so many of them. There is also concern that the great number of alerts could lead to a heightened level of public fear and to perceptions that abductions are more common than they actually are, as suggested by research on the availability heuristic and social construction of fear by the media. Alternately, the presence of the AMBER Alert system could convince people that the system is deterring abductions; this could lead to a reduction in the perceived need for prevention programs. Stories of abductions by strangers (which AMBER Alert was designed to address) may lead to a neglect of the more frequent problem of abductions by family members. Counterfactual thinking and hindsight bias can affect perceptions of the system: A rescue after an alert was issued or a child's death after a failure to issue an alert may seem like inevitable outcomes, thus bolstering the system's perceived effectiveness.

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