Assessing the Influence of Cultural Variables, Perceptions, and Earthquake Hazard Information on Household Emergency Preparedness

This project is assessing the effect of earthquake hazard information on household emergency preparedness, and includes an assessment of the influence of local and cultural variables on perceptions and preparedness actions. Our research is based in the Protective Action Decision Model (PADM), which integrates approaches in social influence, persuasion, behavioral decision making, attitude-behavior relationships, and innovation adoption to identify the phases though which people typically pass in the process of taking protective action. We are exploring the relationships between PADM variables and information seeking behavior through a random sampled, geocoded questionnaire (Comparison Group) that addresses the principal constructs of PADM (threat perception and attitudes toward pre-earthquake protective actions). Our approach is unique in that we provide participants the opportunity to seek additional information, and respond to the information through follow-up post-tests. Second, we are testing the efficacy of Interventions, developed using active-learning techniques and goal-setting strategies, to engage participants in a way that facilitates personalization of risk, positive attitudes toward protective action, and a plan to take action on promoting hazard adjustment intentions and actual adoption (Intervention Group). The Intervention also allows us to collect qualitative data on the influences (and misconceptions) that most strongly influence intentions to take pre-earthquake protective action. Pre- and post-test questionnaires, identical to the comparison group questionnaires, allow us to compare the two groups, and assess the efficacy of the Intervention. Finally, we are investigating the influence of cultural factors on protective action attitudes and behavior by working with the Portland Metro Latino population, the largest minority group in our target area, using the same materials and approach listed above, but provided in Spanish.