Tornado warning messaging effectiveness in Oklahoma: How does the public perceive its risk?
Abstract
This study analyzes tornado risk perception and information channel preferences to receive tornado warning notifications and to receive additional information about ongoing tornado warnings. The relationship between age and use of Facebook and Twitter as a severe weather information source is examined. Through an online survey distributed to Oklahoma residents, 117 responses were received and analyzed. In this study, responses are also used to understand what specific information people consider important to receive during a tornado warning. Also, the study will look at specific information or phrasing which will trigger protective action, without delay, when a person is in a tornado warning. This study will examine these parts of the tornado warning process, using the framework of Lindell and Perry’s Protective Action Decision Model. Results can be used to help eliminate delays in protective action decisions caused by ambiguity in tornado warning messaging. Finally, factors which help develop and grow a trust relationship between viewers and television meteorologists (still a critical information channel for tornado warnings) will be analyzed. What attributes, credentials, delivery styles and content of television meteorologists and their presentation will help build viewer trust. Finally, content recommendations are presented for television meteorologists during tornado warnings, to build trust, to provide relevant information, and to prompt viewers to take protective action when needed.
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- OSU Theses [15752]