Earthquake Preparedness: Predictors in a Community Survey1

We measured the relationship between earthquake concern and preparation in a community with high seismic risk. Five samples of approximately 800 people were interviewed by telephone about their earthquake concern, but this study focuses on the last two samples in which respondents reported their preparatory behaviors. The findings were consistent in showing greater likelihood of concern for those who had experienced an earthquake, were female, younger, and non-Anglo and a greater likelihood of preparation for those who had more concern, were married, and had lived longer at their present address. In a nonrecursive causal model, no evidence was found for a reciprocal effect of preparation on concern. These results were discussed in terms of health belief models including the self-efficacy and “stages of change” perspectives. Implications were drawn for interventions to increase preparation in ready-to-change groups and compensate for the resistance of those less willing or able to prepare.     

Drawn to the gloss: Examining the effect of product reflection on product aesthetics

While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionary Psychology (EP) research documenting an intrinsic human attraction towards gloss to predict their positive effect on product aesthetics. Further in line with the EP principles, we propose that this effect is mediated by enhanced pristineness perceptions about the product in the presence of its reflection in the ad. Finally, we draw upon the Elaboration Likelihood Model (ELM) to identify product design complexity as a boundary condition for the positive effect of reflection on product attractiveness perceptions. For a product with relatively high (vs. low) design complexity, with design being the focal aspect that is elaborated via a central route, we predict the effect of a peripheral stylistic cue like product reflection to attenuate. Three experimentally designed studies employing different product types offer empirical support to these predictions. Our work extends prior marketing research studying the effects of executional elements in advertising on consumers' product reactions, particularly the aesthetic impact of product reflections as creative stylistic cues. The managerial implications of this work span both traditional and digital marketing channels. Incorporating a product reflection in advertising can work as an easy-to-implement option that can help practitioners elevate product pristineness and aesthetics. On the other hand, avoiding their use when advertising products with relatively complex designs can save both ad space and money.