| Abstract: | Using protection motivation theory as a conceptual framework, the current investigation examined the effects of a negative, threat-inducing persuasive message on the change in earthquake preparedness over a 5-week period of time. One hundred eleven California home owners read a persuasive message which manipulated their beliefs along four dimensions: subjective probability of a large earthquake, expected severity of earthquake damage, perceived effectiveness of earthquake preparedness, and perceived capability of preparedness. The dependent measure was behavioral change in earthquake preparedness. The results indicated that the manipulations produced a significant change in the earthquake preparedness behavior of the subjects. Furthermore, the independent variables interacted in theoretically meaningful ways. |
