# Presentation: 744035

## National Citizen Corps Council Annual MeetingJune 1, 2006Understanding Personal Preparedness Motivators and Barriers:Developing a Behavior Change Model to Inform Research and StrategyCarol Freeman, ORC Macro

## 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

**Notes:**
Ongoing tracking and analysis
Develop and maintain a database containing prior and current surveys (Federal, state, and local) relevant to citizen preparedness
Behavior Change Model
Develop a theoretical model based on social marketing and behavior change theories
Household Survey
Telephone survey of U.S. households intended to measure and track:
Individual and family preparedness
Neighborhood preparedness
Emergency skills training
Volunteer service to support community safety
Media Framing Study
Triangulated analysis of how the media presents disaster preparedness research and stories to consumers
Research with the Responder Community
In-depth interviews with representatives from emergency management, emergency medical/public health, law enforcement, and fire service to inform methodology for a broader responder population survey

## Tracking and Analysis of Post-Katrina Surveys

**Washington Post/Kaiser Family Foundation/Harvard University**
**National Center for Disaster Preparedness—Columbia 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**

## 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%)

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

- Results mixed based on question wording but...fewer than half of households have a disaster plan.

## Post-Katrina findings—Individual 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).

## Post-Katrina Findings—Many Barriers to Preparedness Action

| You indicated that you were not prepared, can you tell me why? | Don't know how to get prepared | 54.4% |
| --- | --- | --- |
|  | Don't have the money | 33.2% |
|  | Don't think its important | 22.1% |
| What is the main reason you do not have an emergency supply kit at home? | Don't think it's important | 25.4% |
|  | Haven't had time | 12.4% |
|  | Don't know how to put one together | 10.0% |
|  | Too expensive | 7.9% |

**ORC Macro, 2005**

**CEG/Red Cross**

| Have not thought about it | 52% |
| --- | --- |
| Nothing they do would really be effective | 45% |
| Don’t know what they should do | 44% |
| Cost | 37% |
| Time | 35% |

## Post-Katrina Findings—Some 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).

## The Personal Preparedness Behavior Change Model

**Background**
- Demographic predictors provided some insight into behaviors but do not explain all findings.
- In ORC Macro’s 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!

**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@orcmacro.com

- Please send us information on preparedness surveys we may have missed