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, Joerg
PY - 2015/3/1
Y1 - 2015/3/1
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 - Earthquake
KW - Persuasion knowledge model
KW - Protective behavior
KW - Social marketing
KW - Vulnerability
UR - http://www.scopus.com/inward/record.url?scp=84931834720&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:84931834720
VL - 34
SP - 4
EP - 18
JO - Journal Of Public Policy & Marketing
JF - Journal Of Public Policy & Marketing
SN - 0743-9156
IS - 1
ER -