Motivating Emergency Preparedness Behaviors: The Differential Effects of Guilt Appeals and Actually Anticipating Guilty Feelings

Abstract

The continuing threat of terrorist attacks and natural disasters presents a unique challenge for communication scholars and practitioners. One way to increase motivation is through the use of guilt appeals; yet, message designers must be aware of the potential negative consequences of employing messages that induce too much guilt. In a field experiment, researchers investigate the use of guilt appeals within the context of disaster preparedness with a nationally representative sample to enhance perceived importance of emergency preparedness, increase risk perceptions, and motivate behavioral intentions to prepare.

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