Negative Threat Appeals and Earthquake Preparedness: A Person-Relative-to-Event (PrE) Approach

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CMS 9726575 Duval Previous research suggests that exposure to a fear-arousing or negative threat appeal type of persuasive communication can increase level of earthquake preparedness. In this study a theory of coping with threatening events referred to as the person-relative-to-event (PrE) approach is used to generate predictions concerning the impact of this type of communication on earthquake preparedness. In particular, using PrE theory as a theoretical framework, the proposed research extends prior findings by determining which levels and combination of various levels of the variables included in the content of negative threat appeals are most effective in increasing earthquake preparedness. The research will be conducted in laboratory and field settings and will seek to (1) advance the technological base on earthquake preparedness by determining the conditions that increase individual and household preparedness and mitigation, and (2) expand the existing data base on earthquake preparedness by obtaining data on current levels of household preparedness among two different populations. The outcomes from the research can be incorporated into existing earthquake preparedness programs and can also be applied to hazards other than earthquakes, e.g., floods, hurricanes, and tornadoes.