Using Narrative Persuasion and Framing to Promote Typhoon Preparedness: Social Distance, Risk Perception, and Social Norms

This study examines the effects of narrative persuasion and message framing (gain- versus loss-framing) on individuals’ perceived social distance, risk perception, and disaster preparedness in the context of typhoon risks. Results from an online experimental survey (N=514) support the utility of narrative persuasion in motivating typhoon preparedness through reducing perceived social distance and increasing dread perception. Further, we found that a gain-framed narrative is most effective in increasing the intention to adopt typhoon preparedness through affecting social distance. Meanwhile, this indirect relationship is significant only among those who perceive greater social norms. This finding suggests that social norms have the potential to enhance communication message effects, emphasizing the necessity of developing positive social norms to promote risk-reduction behaviors.