Framing effects on preparation intentions: distinguishing actions and outcomes

Abstract

Purpose

The purpose of this paper is to show whether positive or negative framing of preparation messages leads to higher intentions to prepare for earthquakes, and whether the more important component of the message is the framing of the preparation action or the framing of the outcome of not preparing.

Design/methodology/approach

Four message conditions were created by crossing the framing of preparation actions (taking or not taking action) and the framing of outcomes (experiencing harm and avoiding harm in an earthquake). They were presented to citizens (n=240) in Wellington, New Zealand, who judged the general importance of preparation and specific preparation steps.

Findings

The study finds that intentions to undertake both general and specific preparation were higher with negatively framed outcomes than positive outcomes. With specific actions, negative outcomes led to higher intentions to prepare when the action frame was positive (i.e. being well prepared).

Research limitations/implications

This research shows that negative framing should apply to outcome preparation and not to the action of preparing

Practical implications

These findings clarify that negative framing of outcomes is likely to increase preventive actions in relation to natural hazards.

Originality/value

This is the first study to show the affects of message framing on preparing for disasters.

Citation

McClure, J., White, J. and Sibley, C.G. (2009), "Framing effects on preparation intentions: distinguishing actions and outcomes", Disaster Prevention and Management, Vol. 18 No. 2, pp. 187-199. https://doi.org/10.1108/09653560910953252