When increasing risk perception does not work. Using behavioral psychology to increase smoke alarm ownership

Area of Science:

• Behavioral Science
• Public Health Interventions
• Risk Communication

Background:

• Smoke alarm ownership is crucial for fire safety but varies significantly.
• Existing campaigns often address determinants like vulnerability and severity, with limited success.
• Understanding the specific drivers of smoke alarm adoption is essential for effective interventions.

Purpose of the Study:

• To identify key determinants influencing smoke alarm ownership and purchase intention.
• To evaluate the effectiveness of a communication intervention based on identified determinants.
• To compare intervention strategies based on empirical findings versus commonly used campaign themes.

Main Methods:

• Literature review and qualitative interviews to identify potential determinants.
• Quantitative survey (n=622) to test determinants of ownership and purchase intention.
• A/B testing (n=310) of two communication messages: one based on strong predictors (know-how, social norm, annoyance) and one on typical campaign themes (vulnerability, severity, benefits).

Main Results:

• Know-how, social norm, and annoyance were identified as strong predictors of smoke alarm ownership.
• A communication intervention emphasizing these strong determinants significantly increased smoke alarm ownership by 9.1% compared to the control group (0.9%).
• Interventions focusing on vulnerability, severity, and benefits showed no significant effect on ownership.

Conclusions:

• Targeting empirically validated determinants like know-how and social norms is crucial for effective smoke alarm ownership interventions.
• A comprehensive problem analysis is a necessary prerequisite for designing successful behavior change strategies.
• Communication-based interventions can significantly increase smoke alarm ownership when aligned with key behavioral drivers.