Public Risk Perception Attitude and Information-Seeking Efficacy on Floods: A Formative Study for Disaster Preparation Campaigns and Policies

Abstract

Floods are among the most frequent and devastating natural hazards and disasters in many southern states in the United States. This study examined the relationship and reciprocal predictability between two theoretical constructs—risk perception attitude (RPA) and information-seeking efficacy (ISE)—in regard to pluvial floods. In addition, this study extended these theoretical constructs to investigate differences in RPA and ISE among potential audience segments, providing practitioners with applicable insights for designing effective flood prevention and risk management campaigns. Analysis of data from 716 residents in south Louisiana revealed a statistically strong relationship between RPA and ISE. This research also identified specific audience segments that would benefit from an increase in RPA and ISE concerning floods. These meaningful findings inform a discussion of the theoretical and practical implications of the relationship between RPA and ISE and guide future disaster preparation campaigns and policies.

Keywords

Communication campaign / Disaster preparation / Flood victims / Information-seeking efficacy / Pluvial flood / Risk perception attitude

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