Are you prepared for the next storm? Developing social norms messages to motivate community members to perform disaster risk mitigation behaviors.

Preparing for natural disasters and adapting to climate change can save lives. Yet, minimal research has examined how governments can motivate community members to prepare for disasters (e.g., purchasing flood insurance or installing water barriers in homes for floods and hurricanes). Instead, studies have focused on how to communicate actions individuals should take during disasters, rather than before disasters. This study develops messages targeting social norms, which are promising approaches to motivate community members to adopt disaster risk preparedness and mitigation behaviors. Specifically, we developed a variety of messages integrating descriptive norms (i.e., what others do), injunctive norms (i.e., what others believe should be done), and a social norms-based fear appeal, or social disapproval rationale (i.e., a negative social result of [not] taking behaviors). Then, we tested these messages through two between-subject factorial online experiments in flood- and hurricane-prone U.S. states with adult samples (N = 2,286). In experiment 1 (i.e., purchasing flood insurance), the injunctive norms message using weather forecasters and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced behavioral intentions. In experiment 2 (i.e., installing water barriers), the injunctive norms message using weather forecasters, the injunctive norms message using neighbors, and the social disapproval rationale message significantly increased social norms perceptions, which in turn influenced mitigation intentions. However, the descriptive social norms message was not effective in increasing social norms perceptions. We provide some of the first empirical evidence on how organizations' risk communication can empower community members to prepare and mitigate the impact of disasters.

The Unintended Consequences of Rape Disclosure: The Effects of Disclosure Content, Listener Gender, and Year in College on Listener's Reactions.

Rape is prevalent on American college campuses. Rape survivors often disclose their experience to their peers in hope of receiving support and obtaining justice (i.e., the intended consequences of disclosure). Yet, rape disclosures may also lead to unintended consequences, such as stigma. How peers react to survivors' disclosures of rape greatly influences survivors' recovery and their decision to press charges against their perpetrators. In this article, we explore gender differences in responses to rape disclosures. Using an experimental design (N = 391), we investigate reactions to stigmatizing (versus nonstigmatizing) rape disclosures. We find that, when controlling for the experimental condition, college men stigmatize the rape survivor more than college women. However, in response to a stigmatizing (versus nonstigmatizing) rape disclosure, college women who have been in college longer, compared with college men, have more stigmatizing reactions toward the person disclosing that information. Their reactions then predict increased social distance between the recipient of the disclosure and rape survivors.

Stigmatizing the other: An exploratory study of unintended consequences of eating disorder public service announcements.

This research explores the intended and unintended consequences of eating disorder public service announcements. We assessed participants' attitudes toward eating disorders and people with eating disorders, willingness to interact with people with eating disorders, and experience with eating disorders (covariate) at Time 1. At Time 2, participants were randomly assigned to watch a stigmatizing or a non-stigmatizing eating disorder public service announcement. Exposure to the stigmatizing public service announcement resulted in more negative attitudes toward eating disorders and in less willingness to interact with people with eating disorders, but not in significantly more negative attitudes toward people with eating disorders. The discussion highlights the practical implications for health communication campaigns.