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Universal or targeted approaches? an experiment about heat risk messaging

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  • Yajie Li

    (Utah State University)

  • Peter D. Howe

    (Utah State University)

Abstract

Extreme heat causes more deaths than tornadoes and floods combined in the United States. While vulnerable populations are at higher risk of heat-health impacts, anyone can be at risk from extreme heat without appropriate actions. Therefore, heat risk communication efforts, especially those on a wide scale, should engage not only the vulnerable subgroups but also the entire population with the goal of encouraging everyone to take appropriate protective actions during extreme heat events. As one step to achieve this goal, this study examined how to effectively depict people’s susceptibility in heat risk messages. Using a survey experiment (N = 1386), this study compared the effectiveness of four statements that varied how they depicted which types of people were susceptible to heat-health impacts. Relative to traditional messaging that lists specific vulnerable subgroups, a statement that “anyone can be at risk” and a statement without susceptibility information were respectively more effective in making messages personally relevant. Mentioning the “anyone can be at risk” statement and the “certain subgroups are at more risk” statement together reduced belief in the hazard happening compared to mentioning the latter statement individually. Implications for risk communication in broader domains are discussed.

Suggested Citation

  • Yajie Li & Peter D. Howe, 2023. "Universal or targeted approaches? an experiment about heat risk messaging," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 117(1), pages 381-398, May.
    • Handle: RePEc:spr:nathaz:v:117:y:2023:i:1:d:10.1007_s11069-023-05864-8
    DOI: 10.1007/s11069-023-05864-8
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    References listed on IDEAS

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    1. Kaddour Mehiriz & Pierre Gosselin & Isabelle Tardif & Marc-André Lemieux, 2018. "The Effect of an Automated Phone Warning and Health Advisory System on Adaptation to High Heat Episodes and Health Services Use in Vulnerable Groups—Evidence from a Randomized Controlled Study," IJERPH, MDPI, vol. 15(8), pages 1-13, July.
    2. Noriko Takahashi & Rieko Nakao & Kayo Ueda & Masaji Ono & Masahide Kondo & Yasushi Honda & Masahiro Hashizume, 2015. "Community Trial on Heat Related-Illness Prevention Behaviors and Knowledge for the Elderly," IJERPH, MDPI, vol. 12(3), pages 1-27, March.
    3. repec:nas:journl:v:115:y:2018:p:12441-12446 is not listed on IDEAS
    4. Monika Nitschke & Antoinette Krackowizer & Alana L. Hansen & Peng Bi & Graeme R. Tucker, 2017. "Heat Health Messages: A Randomized Controlled Trial of a Preventative Messages Tool in the Older Population of South Australia," IJERPH, MDPI, vol. 14(9), pages 1-10, August.
    5. Laurel Harduar Morano & Sharon Watkins & Kristina Kintziger, 2016. "A Comprehensive Evaluation of the Burden of Heat-Related Illness and Death within the Florida Population," IJERPH, MDPI, vol. 13(6), pages 1-21, May.
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    Cited by:

    1. Lester Lusher & Tim Ruberg, 2024. "Unveiling the Unseen Illness: Public Health Warnings and Heat Stroke," Keio-IES Discussion Paper Series 2024-020, Institute for Economics Studies, Keio University.

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