Identifying Promising Messages to Increase Hurricane Mitigation Among Coastal Homeowners in the United States

Hurricanes threaten the physical and financial well‐being of coastal residents throughout the United States. Though hurricane‐related losses are largely avoidable through property mitigation (e.g., structural modifications to existing homes), few homeowners invest in mitigation. Communication campaigns, which have influenced risk‐related behaviors in other domains, hold promise for persuading coastal residents to engage in hurricane mitigation. The development of successful campaign messages relies, in part, on formative research to assess the potential influence of candidate message strategies. We present results from mixed‐methods, theory‐driven research to identify promising beliefs for persuading homeowners in coastal/coastal‐adjacent regions of Alabama and Florida to install a high wind–resistant (HWR) roof. In Study 1, we elicited homeowners’ (n = 74) salient behavioral, normative, and control beliefs about installing an HWR roof. Using established procedures, we content analyzed open‐ended responses and categorized them by thematic content. In Study 2, we surveyed another sample of homeowners (n = 533) to examine the extent to which salient beliefs/themes about installing an HWR roof (elicited in Study 1) are promising targets for a communication campaign, given their associations with homeowners’ intentions to retrofit. Results demonstrate that across elicited beliefs, common themes include the protection and property resilience reroofing affords, and anticipated expenses and financial barriers associated with reroofing. The most promising beliefs include behavioral beliefs that installing an HWR roof will protect oneself and one's family, and normative beliefs about the likelihood that one's family and community will install an HWR roof. We discuss the implications of findings for the development of hurricane mitigation messaging.