Risk Communication for Preparedness: Comparing Information on Hazards, Consequences or Actions in an Experimental Design

Risk communication in meteorology has traditionally focused on describing the weather elements (hazards) more than the consequences or preventive actions. In order to improve preparedness behaviors, risk communication has to... [ view full abstract ]

Risk communication in meteorology has traditionally focused on describing the weather elements (hazards) more than the consequences or preventive actions. In order to improve preparedness behaviors, risk communication has to go beyond transfer of knowledge (KT) to mobilization (KMb) and understand the complex interaction between risk perception and behaviours. This study examined how type of information on extreme weather events influenced risk perception and preparedness in an experimental web-based communication intervention. A double 3x2 experimental design about either flash floods or extreme heat waves provided information about either hazard, consequences or neutral vignettes combined with either preventive actions or neutral description, in web-based sessions. Firstly, results showed significant gender differences, as well as language / cultural differences between English Canadians and French Canadians. Then, anovas testing for intervention effects showed that while any relevant messages increased risk perception, it was the prevention content that influenced preparedness ratings the most. Moreover the relationship between risk perception and preparedness was moderated by gender and culture, yielding to complex and meaningful interactions. Hence, this data stresses the need to insure that communication on meteorological events contains specific protective information that enables people to take actions. Preparation of Canada to changes in climate and weather events cannot rely solely on information transfer and technological innovation, it has to involve uptake of behaviors driven by shared understanding of stakes and empowerment.

Louise Lemyre, Ph.D., FRSC, is Professor of social psychology at the University of Ottawa and The McLaughlin Research Chair in Psychosocial Risk. She leads a research group, GAP-Santé, pursuing an interdisciplinary research program based on a socio-ecological model of resilience at the individual, community and organizational levels. The team includes doctoral students Myriam Beaudry and An Gie Yong, plus research associates Tim Dugas and Dr. Celine Pinsent. The project on extreme weather is funded by Environment Canada, with support from the Social Sciences and Humanities Research Council of Canada and from The McLaughlin Center on Population Health Risk Assessment.