Responses When the Earth Trembles: The Impact of Community Awareness Campaigns on Protective Behavior

Shintaro Okazaki, Amadeo Benavent-Climent, Angeles Navarro, Jörg Henseler

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)
1 Downloads (Pure)

Abstract

With a social marketing perspective, this study explores community disaster preparedness, by considering appropriate sources of information about disaster severity, the ways community members process information, and 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, this research applies 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, 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.
Original languageEnglish
Pages (from-to)4-18
JournalJournal of public policy & marketing
Volume34
Issue number1
DOIs
Publication statusPublished - 2015

Fingerprint

Disaster
Social marketing
Persuasion
Persuasion knowledge model
Spain
Social media
Sources of information
Scenarios
Threat
Preparedness
European Union
Severity
Natural disasters
Public policy
Marketers
Information seeking
Structural equation model

Keywords

  • IR-91540
  • METIS-304688

Cite this

Okazaki, Shintaro ; Benavent-Climent, Amadeo ; Navarro, Angeles ; Henseler, Jörg. / Responses When the Earth Trembles: The Impact of Community Awareness Campaigns on Protective Behavior. In: Journal of public policy & marketing. 2015 ; Vol. 34, No. 1. pp. 4-18.
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Responses When the Earth Trembles: The Impact of Community Awareness Campaigns on Protective Behavior. / Okazaki, Shintaro; Benavent-Climent, Amadeo; Navarro, Angeles; Henseler, Jörg.

In: Journal of public policy & marketing, Vol. 34, No. 1, 2015, p. 4-18.

Research output: Contribution to journalArticleAcademicpeer-review

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AB - With a social marketing perspective, this study explores community disaster preparedness, by considering appropriate sources of information about disaster severity, the ways community members process information, and 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, this research applies 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, 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.

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