National Citizen Corps Council Annual Meeting June 1, 2006 Understanding Personal Preparedness Motiv

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National Citizen Corps Council Annual
MeetingJune 1, 2006Understanding Personal
Preparedness Motivators and BarriersDeveloping
a Behavior Change Model to Inform Research and
StrategyCarol Freeman, ORC Macro
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ORC Macro Support of Citizen Corps

• Tracking and Analysis of Disaster Preparedness
  Surveys
• Preparedness Behavior Change Model
• Individual behavior change model based on social
  marketing and behavior change theories
• Telephone Survey of U.S. Households
• Tracking Preparedness Measures (Based on TCLs)
• Behavioral Measures (Based on Behavior Change
  Model)
• Media Framing Study
• Triangulated analysis of how the media presents
  disaster preparedness information, research and
  communication campaigns to consumers
• Research with the Responder Community
• Research with representatives from emergency
  management, emergency medical/public health, law
  enforcement, and fire service

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Tracking and Analysis of Post-Katrina Surveys

• Washington Post/Kaiser Family Foundation/Harvard
  University
• National Center for Disaster PreparednessColumbia
  University Mailman School of Public Health
• Macro International
• Center for Catastrophe Preparedness and Response
  New York University
• Center for Excellence in Government/American Red
  Cross
• National Organization on Disability

Fielding Dates September, 2005 October,
2005 October, 2005 October, 2005 October,
2005 December, 2005
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Post-Katrina Preparedness Assessment The events
of Hurricane Katrina have not increased the level
of individual preparedness.

• Emergency kits are widely used as a benchmark
  disparity in response but bottom line fewer than
  half of respondents have assembled a disaster kit
• The CEG study did measure a significant increase
  in those who considered assembling a disaster
  supply kit (24 to 31)

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Post-Katrina Preparedness Assessment The events
of Hurricane Katrina have not increased the level
of individual preparedness.

• Results mixed based on question wording butfewer
  than half of households have a disaster plan.

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Post-Katrina findingsIndividual Factors

• Poverty
• The surveys confirm there is an income gap in the
  level of preparedness and in concerns re
  preparedness (ORC Macro, 2005, NYU CCPR 2005).
• Race
• Race appears to have only a small impact on
  preparedness
• (ORC Macro, 2005).
• Disabilities
• 38 of those who did not evacuate before the
  storm cite that they either were physically
  unable to leave or were caring for someone who
  was physically unable to leave (WP/KFF/HU, 2005).
• Those with disabilities have a higher level of
  anxiety but are less likely to have made plans
  to evacuate (NOD, 2005) and are no more likely to
  have made an emergency kit (ORC Macro, 2005)
• Parental Status
• Mothers are more concerned and plan slightly more
  than fathers (ORC Macro, CEG ARC, 2005).
• Age
• Younger and older Americans feel more prepared
  for a terrorist attack (ORC Macro, 2005).

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Post-Katrina FindingsMany Barriers to
Preparedness Action
ORC Macro, 2005
CEG/Red Cross
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Post-Katrina FindingsSome Potential Motivations
to Preparedness Action

• Proximity
• People are more motivated to take action when a
  disaster takes place near them (CEG ARC, 2005
  ORC Macro, 2005).
• Demographics
• People with children under the age of 18 in their
  homes are more likely to prepare communication
  plans (CEG ARC, 2005).
• African Americans, woman, and people with
  disabilities or with household members who have
  disabilities are more concerned about household
  preparedness (ORC Macro, 2005).
• Information
• Urban residents are more motivated to prepare by
  marketing efforts like PSAs, government
  recommendations, and information from work or
  school (ORC Macro, 2005).
• Older Americans seem to be more motivated to
  prepare by national threat advisories (ORC Macro,
  2005).

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The Personal Preparedness Behavior Change Model

• Background
• Demographic predictors provided some insight into
  behaviors but do not explain all findings.
• In ORC Macros 2003 survey 39 reported not being
  prepared for any type of disaster (terrorism,
  man-made, natural) a group that did not appear to
  be associated with defined demographic
  characteristics.
• Purpose
• To increase the effectiveness of preparedness
  initiatives by looking at different segments of
  the population
• Theoretical Development
• Extended Parallel Process Model (EPPM)
• Stages of Change Transtheoretical Model
• Household Survey Will Explore Several Aspects
  (Not All)
• Key Model Components
• Individual factors
• Individual preparedness profile
• Social marketing/outreach activities
• Intermediate outcomes
• Long-term outcomes

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Thank you!
Please send us information on preparedness
surveys we may have missed

• ORC Macro Contact
• Carol Freeman
• Principal
• ORC Macro
• 11785 Beltsville Drive
• Calverton, MD 20705
• 301-572-0581(tel.)
• 301-572-0999 (fax)
• Carol.S.Freeman_at_orcmacro.com