Vested Interest, Disaster Preparedness, and Strategic Campaign Message Design

Bradley Adame, Claude H. Miller

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

In recent years, the United States has recognized an increasing need for individual-level disaster preparedness, with federal, state, and local government agencies finding only limited success in instituting campaign-based disaster preparedness programs. Extant research indicates Americans generally remain poorly informed and badly unprepared for imminent disasters. Vested interest theory (Crano, 1997) is presented as a framework for designing and testing the effectiveness of television-based disaster preparedness campaign messages. High- and low-vested versions of an extant control message are compared to assess message efficacy as indicated by behavioral intentions, message acceptance, and preparedness related attitudes. Results indicate television-based video public service announcements manipulated with subtle message variations can be effective at influencing critical preparedness-related attitudes. The high-vested condition performed significantly better than the low-vested and control conditions for both behavioral intentions and perceptions of self-efficacy, two vitally important outcome variables associated with disaster preparedness.

Original languageEnglish (US)
Pages (from-to)271-281
Number of pages11
JournalHealth Communication
Volume30
Issue number3
DOIs
StatePublished - Mar 4 2015

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ASJC Scopus subject areas

  • Health(social science)
  • Communication

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