Increasing Perceived Risk of Opioid Misuse: The Effects of Concrete Language and Image

Qin, Yan; Chen, Junhan; Namkoong, Kang; Ledford, Victoria; Lim, JungKyu Rhys

doi:10.1080/10410236.2020.1846323

Cited by 5 publications

(1 citation statement)

References 65 publications

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“…One challenge of employing descriptive norms messages is that few community members typically engage in disaster risk mitigation behaviors (Brody et al., 2017 ; Lim, 2021 ; Peacock, 2003 ), making it challenging to accurately include percentages in messages. Unlike other contexts, such as health and environment behaviors (Cialdini et al., 2006 ; Goldstein et al., 2007 ; Hallsworth et al., 2017 ), employing vague language like “many” may not be the most persuasive approach (Grazzini et al., 2018 ; Qin et al., 2020 ) in a disaster context, where not many people engage in the behavior, although only one study (Howe et al., 2018 ) found that descriptive norm messages using “many people” (p. 3) were effective in the wildfire context.…”

Section: Literature Reviewmentioning

confidence: 99%

Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors

2022

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Preparing for natural disasters and adapting to climate change can save lives. Yet, minimal research has examined how governments can motivate community members to prepare for disasters (e.g., purchasing flood insurance or installing water barriers in homes for floods and hurricanes). Instead, studies have focused on how to communicate actions individuals should take during disasters, rather than before disasters. This study develops messages targeting social norms, which are promising approaches to motivate community members to adopt disaster risk preparedness and mitigation behaviors. Specifically, we developed a variety of messages integrating descriptive norms (i.e., what others do), injunctive norms (i.e., what others believe should be done), and a social norms‐based fear appeal, or social disapproval rationale (i.e., a negative social result of [not] taking behaviors). Then, we tested these messages through two between‐subject factorial online experiments in flood‐ and hurricane‐prone U.S. states with adult samples (N = 2,286). In experiment 1 (i.e., purchasing flood insurance), the injunctive norms message using weather forecasters and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced behavioral intentions. In experiment 2 (i.e., installing water barriers), the injunctive norms message using weather forecasters, the injunctive norms message using neighbors, and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced mitigation intentions. However, the descriptive social norms message was not effective in increasing social norms perceptions. We provide some of the first empirical evidence on how organizations’ risk communication can empower community members to prepare and mitigate the impact of disasters.

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Section: Literature Reviewmentioning

confidence: 99%

Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors

2022

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Highlighting Victim Vividness and External Attribution to Influence Policy Support Regarding the Opioid Epidemic: The Mediating Role of Emotions

2023

Health Communication

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Did You Say [Obscenity] Forget about It?: Examining the Joint Effect of Nostalgia Appeals and Product Types on Receivers’ Purchase Intention Based on Heuristic-Systematic Model (HSM)

Koh

2022

Journal of Promotion Management

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Increasing Perceived Risk of Opioid Misuse: The Effects of Concrete Language and Image

Cited by 5 publications

References 65 publications

Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors

Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors

Highlighting Victim Vividness and External Attribution to Influence Policy Support Regarding the Opioid Epidemic: The Mediating Role of Emotions

Did You Say [Obscenity] Forget about It?: Examining the Joint Effect of Nostalgia Appeals and Product Types on Receivers’ Purchase Intention Based on Heuristic-Systematic Model (HSM)

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