Table 1.
Control and experimental messages by theoretical constructs.
| Message variant id | Message category (construct) | Message content | Theoretical connection |
|---|---|---|---|
| C1 | Control | A hurricane watch is currently in effect for your area. Stay tuned to local updates. | None (informational only) |
| F1 | Fear-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Storm surge will flood entire neighborhoods within hours. If you stay, emergency services may not be able to reach you. | Extended Parallel Process Model (EPPM)—emphasizes high threat and severity to encourage behavioral urgency. |
| F2 | Fear-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. This hurricane is stronger than Hurricane Andrew, a Category 5 hurricane. Many lives were lost when people ignored evacuation orders—do not let history repeat itself. | EPPM—emphasizes perceived severity and historical risk to encourage behavioral urgency |
| F3 | Fear-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. If you stay behind, you are risking your life and the lives of your children. This storm is deadly. | EPPM—appeals to perceived susceptibility and threat to others (social cognitive dimension) |
| E1 | Efficacy-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. You can protect your family—evacuate now and head to the designated shelters. They are stocked and ready. | EPPM—enhances self-efficacy and response efficacy |
| E2 | Efficacy-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Evacuation routes are open and free. Police and emergency personnel are standing by to help you get out safely. | EPPM—enhances self-efficacy and response efficacy |
| E3 | Efficacy-based | A hurricane watch is currently in effect for your area. Stay tuned to local updates. We’ve prepared shelters with food, power, and space for families and pets. You’re not alone—we have got you. | EPPM—increases confidence and promotes collective efficacy |
| M1 | Combined fear-efficacy | A hurricane watch is currently in effect for your area. Stay tuned to local updates. This storm is deadly—but you can survive it by evacuating now. Shelters are ready and transportation is available. | EPPM—balances threat (fear) with self-efficacy (control) to produce adaptive behavior |
| M2 | Combined Fear-Efficacy | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Ignoring this storm could cost lives. But acting now can protect your loved ones—follow the evacuation guidance. | EPPM—combines fear appeal with self-efficacy, agency, and protection |
| M3 | Combined fear-efficacy message | A hurricane watch is currently in effect for your area. Stay tuned to local updates. The danger is real, but so is your ability to act. Leave now, and you’ll be safe in a designated shelter. | EPPM—fuses high threat with actionable, low-barrier guidance to increase self-efficacy |
| T1 | Subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Evacuation helps protect what matters most—your family and your home. Most of your community have already started evacuating the area. There are emergency personnel ready to assist you. | Theory of planned behavior—targets attitude subjective norm (do others expect me to evaluate) |
| T2 | Subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Your neighbors are evacuating. Join them and stay safe. | Theory of planned behavior—targets attitude subjective norm (do others expect me to evaluate) |
| T3 | Subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Do not be the last to evacuate. Everyone else is leaving. | Theory of planned behavior—targets attitude subjective norm (do others expect me to evaluate) |
| FEN1 | Combined fear, efficacy, subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. Staying behind could put you and your family in serious danger, floodwaters are expected to rise quickly. Most of your neighbors have already left for shelters, which are open and fully stocked. Join them now and keep your family safe. | EPPM/theory of planned behavior—integrates high threat (fear), strong efficacy, and subjective norm (peer action) to motivate adaptive evacuation behavior |
| FEN2 | Combined fear, efficacy, subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. This storm is unlike anything we have seen in years. Do not wait until it’s too late, evacuation routes are clear, and emergency teams are ready to help. Your community is counting on everyone to act quickly. | EPPM/theory of planned behavior—blends heightened threat (fear), actionable efficacy, and subjective norms (community expectations) to encourage evacuation |
| FEN3 | Combined fear, efficacy, subjective norm | A hurricane watch is currently in effect for your area. Stay tuned to local updates. If you remain home, emergency responders may not be able to reach you during the worst of the storm. Most people in your area are already on their way to safety. Protect yourself and your loved ones by heading to the nearest shelter now. | EPPM/theory of planned behavior—combines risk (fear appeal), efficacy (clear action), and subjective norm (majority behavior) to prompt protective action |