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This research discusses how at-risk communities can take steps to mitigate hurricane and flood risks, but many choose not to do so. Previous research has not fully examined the role of persuasive messages designed to encourage mitigation measures. This study developed and tested risk communication messages intended to encourage mitigation measures, such as purchasing flood insurance and installing water barriers, using social norms and coping appraisals. Social norms are a social group expectations of how members should behave (e.g. one should protect oneself from flood risk), while coping appraisals are the process in which an individual determines if a behavior is effective and if it can be implemented (e.g., a person thinking about purchasing flood insurance will consider if effectively reduces their risk, as well as if they can afford it).

Messages based on social norms and coping appraisals were tested using four online experiments in flood- and hurricane-prone states (N = 5,027). Results indicated that social norms-based messages effectively encouraged at-risk individuals to engage in risk mitigation behaviors. There was no evidence that coping appraisal messages were effective. Theoretical and practical implications are discussed.