Residents’ Perception of Flood Prediction Products: The Study of NASA’s Satellite Enhanced Snowmelt Flood Prediction

In the context of emergency management, individual or household decisions to engage in risk mitigation behaviors are widely recognized to be influenced by a benefit–cost perception (perceived applied value (PAV) vs. perceived economic value (PEV), respectively). To better understand how such decisions are made, we conducted a mail survey ( N = 211) of households living in the Red River of the North Basin, North Dakota, in 2018. The survey is aimed at understanding the overall experience of households with flooding and their behavior toward advanced protective strategies against future floods by analyzing household PEV—their willingness to pay for the National Aeronautics and Space Administration’s (NASA) Satellite Enhanced Snowmelt Flood Prediction system. This paper presents a mediation model in which various predictors (flood risk, experience, flood knowledge, flood risk perception, flood preparedness, flood mitigation, and flood insurance) are analyzed in relation to the PAV of the new Satellite Enhanced Snowmelt Flood Predictions in the Red River of the North Basin, which, in turn, may shape the PEV of this product. We discuss the potential implications for both the emergency management research community and professionals regarding the application of advanced risk mitigation technologies to help protect and sustain communities across the country from floods and other natural disasters. This paper provides a greater understanding of the economic and social aspects of sustainability in the context of emergency management and community development.