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Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors
Preparing for natural disasters and adapting to climate change can save lives. Yet, minimal research has examined how governments can motivate community members to prepare for disasters (e.g., purchasing flood insurance or installing water barriers in homes for floods and hurricanes). Instead, studi...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
John Wiley and Sons Inc.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10084415/ https://www.ncbi.nlm.nih.gov/pubmed/35701149 http://dx.doi.org/10.1111/risa.13957 |
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author | Lim, JungKyu Rhys Liu, Brooke Fisher Atwell Seate, Anita |
author_facet | Lim, JungKyu Rhys Liu, Brooke Fisher Atwell Seate, Anita |
author_sort | Lim, JungKyu Rhys |
collection | PubMed |
description | Preparing for natural disasters and adapting to climate change can save lives. Yet, minimal research has examined how governments can motivate community members to prepare for disasters (e.g., purchasing flood insurance or installing water barriers in homes for floods and hurricanes). Instead, studies have focused on how to communicate actions individuals should take during disasters, rather than before disasters. This study develops messages targeting social norms, which are promising approaches to motivate community members to adopt disaster risk preparedness and mitigation behaviors. Specifically, we developed a variety of messages integrating descriptive norms (i.e., what others do), injunctive norms (i.e., what others believe should be done), and a social norms‐based fear appeal, or social disapproval rationale (i.e., a negative social result of [not] taking behaviors). Then, we tested these messages through two between‐subject factorial online experiments in flood‐ and hurricane‐prone U.S. states with adult samples (N = 2,286). In experiment 1 (i.e., purchasing flood insurance), the injunctive norms message using weather forecasters and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced behavioral intentions. In experiment 2 (i.e., installing water barriers), the injunctive norms message using weather forecasters, the injunctive norms message using neighbors, and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced mitigation intentions. However, the descriptive social norms message was not effective in increasing social norms perceptions. We provide some of the first empirical evidence on how organizations’ risk communication can empower community members to prepare and mitigate the impact of disasters. |
format | Online Article Text |
id | pubmed-10084415 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | John Wiley and Sons Inc. |
record_format | MEDLINE/PubMed |
spelling | pubmed-100844152023-04-11 Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors Lim, JungKyu Rhys Liu, Brooke Fisher Atwell Seate, Anita Risk Anal Part 3 Preparing for natural disasters and adapting to climate change can save lives. Yet, minimal research has examined how governments can motivate community members to prepare for disasters (e.g., purchasing flood insurance or installing water barriers in homes for floods and hurricanes). Instead, studies have focused on how to communicate actions individuals should take during disasters, rather than before disasters. This study develops messages targeting social norms, which are promising approaches to motivate community members to adopt disaster risk preparedness and mitigation behaviors. Specifically, we developed a variety of messages integrating descriptive norms (i.e., what others do), injunctive norms (i.e., what others believe should be done), and a social norms‐based fear appeal, or social disapproval rationale (i.e., a negative social result of [not] taking behaviors). Then, we tested these messages through two between‐subject factorial online experiments in flood‐ and hurricane‐prone U.S. states with adult samples (N = 2,286). In experiment 1 (i.e., purchasing flood insurance), the injunctive norms message using weather forecasters and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced behavioral intentions. In experiment 2 (i.e., installing water barriers), the injunctive norms message using weather forecasters, the injunctive norms message using neighbors, and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced mitigation intentions. However, the descriptive social norms message was not effective in increasing social norms perceptions. We provide some of the first empirical evidence on how organizations’ risk communication can empower community members to prepare and mitigate the impact of disasters. John Wiley and Sons Inc. 2022-06-14 2022-11 /pmc/articles/PMC10084415/ /pubmed/35701149 http://dx.doi.org/10.1111/risa.13957 Text en © 2022 The Authors. Risk Analysis published by Wiley Periodicals LLC on behalf of Society for Risk Analysis. https://creativecommons.org/licenses/by-nc/4.0/This is an open access article under the terms of the http://creativecommons.org/licenses/by-nc/4.0/ (https://creativecommons.org/licenses/by-nc/4.0/) License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes. |
spellingShingle | Part 3 Lim, JungKyu Rhys Liu, Brooke Fisher Atwell Seate, Anita Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title | Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title_full | Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title_fullStr | Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title_full_unstemmed | Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title_short | Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
title_sort | are you prepared for the next storm? developing social norms messages to motivate community members to perform disaster risk mitigation behaviors |
topic | Part 3 |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10084415/ https://www.ncbi.nlm.nih.gov/pubmed/35701149 http://dx.doi.org/10.1111/risa.13957 |
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