TY - JOUR
T1 - Vested Interest, Disaster Preparedness, and Strategic Campaign Message Design
AU - Adame, Bradley
AU - Miller, Claude H.
N1 - Publisher Copyright:
© Taylor & Francis Group, LLC.
PY - 2015/3/4
Y1 - 2015/3/4
N2 - 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.
AB - 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.
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U2 - 10.1080/10410236.2013.842527
DO - 10.1080/10410236.2013.842527
M3 - Article
C2 - 24837442
AN - SCOPUS:84919865232
SN - 1041-0236
VL - 30
SP - 271
EP - 281
JO - Health Communication
JF - Health Communication
IS - 3
ER -