Responses when the earth trembles: The impact of community awareness campaigns on protective behavior

TY - JOUR

T1 - Responses when the earth trembles

T2 - The impact of community awareness campaigns on protective behavior

AU - Okazaki, Shintaro

AU - Benavent-Climent, Amadeo

AU - Navarro, Angeles

AU - Henseler, Jörg

PY - 2015/6/1

Y1 - 2015/6/1

N2 - This study takes a social marketing perspective to explore community disaster preparedness by considering (1) appropriate sources of information about disaster severity, (2) the ways that community members process information, and (3) how social marketing programs might improve people's ability to protect themselves against natural disasters. With a foundation in the persuasion knowledge model and a scenario-based approach, the authors apply a latent moderated structural equation model to data collected in southern Spain. Consumers first develop persuasion knowledge about a social marketing campaign by performing a threat appraisal and then engage in information seeking, which drives persuasion coping, before activating protective behavior. Systematic processing attenuates the effect of response barriers on persuasion coping but strengthens the subsequent effects of persuasion coping on protective behavior. Social marketers should encourage consumers to engage with community programs and help revise public policy to enhance communities' capacities to react to seismic disasters. This article also suggests implications related to the uses of social media and the adoption of the European Union's advanced seismic code.

AB - This study takes a social marketing perspective to explore community disaster preparedness by considering (1) appropriate sources of information about disaster severity, (2) the ways that community members process information, and (3) how social marketing programs might improve people's ability to protect themselves against natural disasters. With a foundation in the persuasion knowledge model and a scenario-based approach, the authors apply a latent moderated structural equation model to data collected in southern Spain. Consumers first develop persuasion knowledge about a social marketing campaign by performing a threat appraisal and then engage in information seeking, which drives persuasion coping, before activating protective behavior. Systematic processing attenuates the effect of response barriers on persuasion coping but strengthens the subsequent effects of persuasion coping on protective behavior. Social marketers should encourage consumers to engage with community programs and help revise public policy to enhance communities' capacities to react to seismic disasters. This article also suggests implications related to the uses of social media and the adoption of the European Union's advanced seismic code.

KW - Public Policy

KW - Marketing

KW - Vulnerability

KW - EARTHQUAKE

KW - Community awareness

U2 - 10.1509/jppm.13.045

DO - 10.1509/jppm.13.045

M3 - Article

SN - 0743-9156

VL - 34

SP - 4

EP - 18

JO - Journal of Public Policy & Marketing

JF - Journal of Public Policy & Marketing

IS - 1

ER -