This study takes a social marketing perspective to explore community disaster preparedness by considering (1) appropriate sources of information about disaster severity, (2) the ways that community members process information, and (3) how social marketing programs might improve people's ability to protect themselves against natural disasters. With a foundation in the persuasion knowledge model and a scenario-based approach, the authors apply a latent moderated structural equation model to data collected in southern Spain. Consumers first develop persuasion knowledge about a social marketing campaign by performing a threat appraisal and then engage in information seeking, which drives persuasion coping, before activating protective behavior. Systematic processing attenuates the effect of response barriers on persuasion coping but strengthens the subsequent effects of persuasion coping on protective behavior. Social marketers should encourage consumers to engage with community programs and help revise public policy to enhance communities' capacities to react to seismic disasters. This article also suggests implications related to the uses of social media and the adoption of the European Union's advanced seismic code.
AjzenIcek (1991), “The Theory of Planned Behavior,”Organizational Behavior and Human Decision Processes, 50, 179–211.
2.
AllikJüri and RealoAnu (2004), “Individualism-Collectivism and Social Capital,”Journal of Cross-Cultural Psychology, 35 (1), 29–49.
3.
AndersonJames C. and GerbingDavid W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,”Psychological Bulletin, 103 (3), 411–23.
4.
AndersonMarc H. and NicholsMary L. (2007), “Information Gathering and Changes in Threat and Opportunity Perceptions,”Journal of Management Studies, 44 (3), 367–87.
5.
AndreasenAlan R. (1994), “Social Marketing: Its Definition and Domain,”Journal of Public Policy & Marketing, 13 (Spring), 108–114.
6.
BakerStacey Menzel (2009), “Vulnerability and Resilience in Natural Disasters: A Marketing and Public Policy Perspective,”Journal of Public Policy & Marketing, 28 (Spring), 114–23.
7.
BakerStacey Menzel, GentryJames W., and RittenburgTerri L. (2005), “Building Understanding of the Domain of Consumer Vulnerability,”Journal of Macromarketing, 25 (2), 128–39.
8.
BanduraAlbert (1993), “Perceived Self-Efficacy in Cognitive Development and Functioning,”Educational Psychologist, 28 (2), 117–48.
9.
BankoffGreg (2004), “The Historical Geography of Disaster: ‘Vulnerability’ and ‘Local Knowledge’,” in Mapping Vulnerability: Disasters, Development & People, BankoffGreg, FrerksGeorg, and HilhorstDorothea, eds.London: Earthscan, 25–36.
10.
BhatnagarNamita and WanFang (2011), “Is Self-Character Similarity Always Beneficial?”Journal of Advertising, 40 (2), 39–50.
11.
BolinRobert and StanfordLois (1999), “Constructing Vulnerability in the First World: The Northridge Earthquake in Southern California, 1994,” in The Angry Earth, Oliver-SmithAnthony and HoffmanSusanna M., eds.New York: Routledge, 89–112.
12.
BollenKenneth A. (1989), Structural Equations with Latent Variables. New York: John Wiley & Sons.
13.
BovyRuth Colvin (1981), “Successful Instructional Methods: A Cognitive Information Processing Approach,”Educational Technology Research and Development, 29 (4), 203–217.
14.
BrittonNeil R. (2007), “National Planning and Response: National Systems,” in Handbook of Disaster Research, RodríguezHavidàn, QuarantelliEnrico L., and DynesRussell R., eds.New York: Springer, 347–67.
15.
CardonaOmar D. (2004), “The Need for Rethinking the Concepts of Vulnerability and Risk from a Holistic Perspective: A Necessary Review and Criticism for Effective Risk Management,” in Mapping Vulnerability: Disasters, Development & People, BankoffGreg, FrerksGeorg, and HilhorstDorothea, eds.London: Earthscan, 37–51.
16.
ChaikenShelly (1980), “Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion,”Journal of Personality and Social Psychology, 39 (5), 752–66.
17.
ChaikenShelly (1987), “The Heuristic Model of Persuasion,” in Social Influence: The Ontario Symposium, ZannaMark P., OlsonJames M., and HermanC. Peter, eds.Hillsdale, NJ: Lawrence Erlbaum Associates, 3–39.
18.
ChaikenShelly and MaheswaranDurairaj (1994), “Heuristic Processing Can Bias Systematic Processing: Effects of Source Credibility, Argument Ambiguity, and Task Importance on Attitude Judgment,”Journal of Personality and Social Psychology, 66 (3), 460–73.
19.
CharmazKathy (2006), Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. Thousand Oaks, CA: Sage Publications.
European Commission (2011b), “Cooperation in Disaster Management: the European Union and the United States Take a Major Step Forward,”press release, (November 17), (accessed October 10, 2014), [available at http://europa.eu/rapid/press-release_IP-11-1365_en.htm?locale=en].
24.
European Committee for Standardization (2004), “Eurocode 8: Design of Structures for Earthquake Resistance. Part-1: General Rules, Seismic Actions and Rules for Buildings,” in European Standard EN 1998–1:2004. Brussels: European Committee for Standardization.
25.
European Parliament (2007), “Report on the Regional Impact of Earthquakes (2007/2151(INI)),”Session document, (October 12), Committee on Regional Development, Brussels.
26.
FischerArnout R.H. and De VriesPeter W. (2008), “Everyday Behaviour and Everyday Risk: An Approach to Study People's Responses to Frequently Encountered Food Related Health Risks,”Health, Risk & Society, 10 (4), 385–97.
27.
FornellClaes and LarckerDavid F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,”Journal of Marketing Research, 18 (February), 39–50.
28.
FriestadMarian and WrightPeter (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,”Journal of Consumer Research, 21 (1), 1–31.
29.
GarretsonJudith A. and BurtonScot (2000), “Effects of Nutrition Facts Panel Values, Nutrition Claims, and Health Claims on Consumer Attitudes, Perceptions of Disease-Related Risks, and Trust,”Journal of Public Policy & Marketing, 19 (Fall), 213–27.
30.
GriffinRobert J., YangZheng, ter HuurneEllen, BoernerFrancesca, OrtizSherry, and DunwoodySharon (2008), “After the Flood: Anger, Attribution, and the Seeking of Information,”Science Communication, 29 (3), 285–315.
31.
GrunigJames E. (1989), “Sierra Club Study Shows Who Become Activists,”Public Relations Review, 15 (3), 3–24.
32.
GuionDeirdre T., ScammonDebra L., and BordersAberdeen Leila (2007), “Weathering the Storm: A Social Marketing Perspective on Disaster Preparedness and Response with Lessons from Hurricane Katrina,”Journal of Public Policy & Marketing, 26 (Spring), 20–32.
33.
HairJoseph F., BlackWilliam C., BabinBarry J., AndersonRolph E., and TathamRonald L. (2006), Multivariate Data Analysis, 6th ed. Upper Saddle River, NJ: Prentice Hall.
34.
HawkinsDel I., BestRobert J., and ConeyKenneth A. (2001), Consumer Behavior: Building Marketing Strategy, 9th ed. New York: McGraw-Hill.
35.
Helweg-LarsenMarie (1999), “(The Lack of) Optimistic Biases in Response to the 1994 Northridge Earthquake: The Role of Personal Experience,”Basic and Applied Social Psychology, 21 (2), 119–29.
JöreskogKarl G. and SörbomDag (1993), LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. Lincolnwood, IL: Scientific Software International.
38.
KahlorLeeAnn (2010), “PRISM: A Planned Risk Information Seeking Model,”Health Communication, 25 (4), 345–56.
39.
KellerSarah N., WilkinsonTimothy, and OtjenA.J. (2010), “Unintended Effects of a Domestic Violence Campaign,”Journal of Advertising, 39 (4), 53–68.
40.
KleinAndreas and MoosbruggerHelfried (2000), “Maximum Likelihood Estimates of Latent Interaction Effects with the LMS-Method,”Psychometrika, 65 (4), 457–74.
41.
KuvaasBård (2002), “An Exploration of Two Competing Perspectives on Informational Contexts in Top Management Strategic Issue Interpretation,”Journal of Management Studies, 39 (7), 977–1001.
42.
LeidnerDorothy E. and JarvenpaaSirkka L. (1996), “The Use of Information Technology to Enhance Management School Education: A Theoretical View,”MIS Quarterly, 19 (3), 265–91.
43.
MeyerPhilip (1988), “Defining and Measuring Credibility of Newspapers: Developing an Index,”Journalism Quarterly, 65 (3), 567–74.
44.
MillerBarbara, and SinclairJanas (2009), “Community Stakeholder Responses to Advocacy Advertising,”Journal of Advertising, 38 (2), 37–52.
45.
MilneGeorge R., RohmAndrew, and BahlShalini (2009), “If It's Legal, Is It Acceptable? Consumer Reactions to Online Covert Marketing,”Journal of Advertising, 38 (4), 107–122.
46.
Ministry of Development (2002), “Norma de Construción Sismorresistente: Parte General y Edificación (NSCE-02),”Boletín Oficial de Estado. Madrid: Ministry of Development.
47.
MulilisJohn P. and LippaRichard (1990), “Behavioral Change in Earthquake Preparedness Due to Negative Threat Appeals: A Test of Protection Motivation Theory,”Journal of Applied Social Psychology, 20 (8), 619–38.
48.
NeuwirthKurt, DunwoodySharon, and GriffinRobert J. (2000), “Protection Motivation and Risk Communication,”Risk Analysis, 20 (5), 721–34.
49.
Oliver-SmithAnthony (2004), “Theorizing Vulnerability in a Globalized World: A Political Ecological Perspective,” in Mapping Vulnerability: Disasters, Development & People, BankoffGreg, FrerksGeorg, and HilhorstDorothea, eds.London: Earthscan, 10–24.
50.
PreacherKristopher J. and HayesAndrew F. (2008), “Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models,”Behavior Research Methods, 40 (3), 879–91.
51.
QuarantelliEnrico L. (2005), “A Social Science Research Agenda for the Disasters of the 21st Century: Theoretical, Methodological and Empirical Issues and Their Professional Implementation,” in What Is a Disaster? New Answers to Old Questions, PerryRonald W. and QuarantelliEnrico L., eds. Philadelphia: Xlibris, 325–96.
52.
RönkköMikko and EvermannJoerg (2013), “A Critical Examination of Common Beliefs About Partial Least Squares Path Modeling,”Organizational Research Methods, 16 (3), 425–48.
53.
RoseGregory M., MerchantAltaf, and BakirAysen (2012), “Fantasy in Food Advertising Targeted at Children,”Journal of Advertising, 41 (3), 75–90.
54.
SenSankar (2004), “The Behavioral Consequences of HIV Testing: An Experimental Investigation,”Journal of Public Policy & Marketing, 23 (Spring), 28–42.
55.
ShroutPatrick E. and BolgerNiall (2002), “Mediation in Experimental and Nonexperimental Studies: New Procedures and Recommendations,”Psychological Methods, 7 (4), 422–45.
56.
SolomosGeorge, PintoArtur, and DimovaSilvia (2008), “A Review of the Seismic Hazard Zonation in National Building Codes in the Context of Eurocode 8: Support to the Implementation, Harmonization and Further Development of the Eurocodes,”JRC-Scientific and Technical Reports—EUR 23563, Joint Research Centre, European Commission.
57.
StegingaSuzanne K. and OcchipintiStefano (2004), “The Application of the Heuristic-Systematic Processing Model to Treatment Decision Making About Prostate Cancer,”Medical Decision Making, 24 (6), 573–83.
58.
TrumboCraig W. (2002), “Information Processing and Risk Perception: An Adaptation of the Heuristic-Systematic Model,”Journal of Communication, 52 (2), 367–82.
59.
TrumboCraig W. and McComasKatherine A. (2003), “The Function of Credibility in Information Processing for Risk Perception,”Risk Analysis, 23 (2), 343–53.
WeinsteinNeil D. (1988), “The Precaution Adoption Process,”Health Psychology, 7 (4), 355–86.
62.
WiegmanOene and GuttelingJan M. (1995), “Risk Appraisal and Risk Communication: Some Empirical Data from the Netherlands Reviewed,”Basic and Applied Social Psychology, 16 (1/2), 227–49.
63.
WrightPeter, FriestadMarian, and BoushDavid M. (2005), “The Development of Marketplace Persuasion Knowledge in Children, Adolescents, and Young Adults,”Journal of Public Policy & Marketing, 24 (Fall), 222–33.
64.
ZhaoXinshu, LynchJohn G., and ChenQimei (2010), “Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis,”Journal of Consumer Research, 37 (2), 197–206.
