Determining the Influence of Broadcast Visuals and Messaging on the Public's Risk Perception and Intent to Shelter in Tornado Warnings

Tornadoes are life-threatening natural disasters that require the public to make quick, life-saving decisions. Radar products, like base velocity and correlation coefficient, are often used during tornado warning coverage. Another element of wall-to-wall coverage is the broadcast meteorologist’s call-to-action for the people in the warning to seek shelter. Some meteorologists also ask for viewers to submit any photos or videos they have of the tornado or air the videos of someone not sheltering during an active tornado warning. There are latent areas of research that investigate how the public is influenced by this conflicting messaging and their understanding of radar products and how these products may influence their decision making. A Chi-square test found that the survey participants were significantly more likely to correctly identify the location of a tornado using the radar product the meteorologist explained to them than one they were not shown. Results of a 2 (radar product shown: base velocity vs. correlation coefficient) × 2 (first video shown: radar product vs. tornado traffic camera) × 3 (call-to-action message: proper vs. with request for video vs. with viewer-submitted video aired) between-subjects ANOVA found that the respondents were significantly more likely to shelter if they were shown video of the tornado on a traffic camera before viewing the radar with a warning polygon. It was also found that the respondents were significantly less likely to trust the meteorologist or believe the meteorologist was taking the tornado warning seriously if they were presented with the call-to-action with the request for viewers to submit video of the tornado to the station. Results of how the participants’ emotions were altered by each of the videos they were shown will be discussed at the conference.