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Vested Interest theory and disaster preparedness
Claude H Miller1, Bradley J Adame, Scott D Moore
1Department of Communication, University of Oklahoma, Oklahoma, United States.
Disasters
|October 12, 2012
Summary
This study developed a vested interest scale to improve disaster preparedness campaigns. Findings support using this scale to enhance public awareness and engagement in emergency planning for events like earthquakes and tornadoes.
Area of Science:
- Social Psychology
- Risk Communication
- Public Health Preparedness
Background:
- Effective disaster preparedness campaigns are crucial for public safety and require robust theoretical underpinnings.
- Vested Interest (VI) theory and the Extended Parallel Process Model (EPPM) offer frameworks for understanding individual motivation and response to fear appeals.
- Existing measures may not adequately capture the nuances of vested interest relevant to disaster preparedness.
Purpose of the Study:
- To extend Vested Interest (VI) theory and the Extended Parallel Process Model (EPPM) for disaster preparedness.
- To develop and validate a new VI scale to assess individual awareness and 'vestedness' in disaster preparedness.
- To provide formative research for creating more effective disaster preparedness social action campaigns.
Main Methods:
- Conducted three studies focusing on disaster preparedness, specifically for earthquakes and tornadoes.
- Determined the factor structure of key VI components.
- Developed and tested subscales derived from VI theory and EPPM.
Main Results:
- Identified key components of vested interest relevant to disaster preparedness.
- Developed and validated a new VI scale and associated subscales.
- Findings provide empirical support for integrating VI and EPPM in campaign design.
Conclusions:
- The developed VI scale effectively measures awareness and 'vestedness' in disaster preparedness.
- The new subscales can be applied to design more persuasive and effective disaster preparedness campaigns.
- Further research is needed to refine and apply these measures in diverse disaster contexts.
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