Identifying Promising Messages to Increase Hurricane Mitigation Among Coastal Homeowners in the United States

We present results from mixed‐methods, t heory‐driven research to identify promising beliefs for persuading homeowners in coastal/coastal‐adjacent regions of Alabama and Florida to install a high wind–resistant (HWR) roof. In Study 1, we elicited homeowners’ (n = 74) salient behavioral, normative, and control beliefs about installing an HWR roof. Using established procedures, we content analyzed open ‐ended responses and categorized them by thematic content. In Study 2, we surveyed another sample of homeowners (n = 533) to examine the extent to which salient beliefs/themes about installing an HWR roof (elicited in Study 1) are promising targets for a communication campaign, given their associations with homeowners ’ intentions to retrofit. Results demonstrate that across elicited beliefs, common themes include the protection and property resilience reroofing affords, and anticipated expenses and financial barriers associated with reroofing. The most promising beliefs include behavioral beliefs that installi ng an HWR roof will protect oneself and one's family, and normative beliefs about the likelihood that one's family and community will install an HWR roof. We discuss the implications of findings for the development of hurricane mitigation messaging.
Source: Risk Analysis - Category: International Medicine & Public Health Authors: Tags: Original Research Article Source Type: research