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Tornado Warning Perception and Response: Integrating the Roles of Visual Design, Demographics, and Hazard Experience

Recent advancements in severe weather detection and warning dissemination technologies have reduced, but not eliminated, large‐casualty tornado hazards in the United States. Research on warning cognition and behavioral response by the public has the potential to further reduce tornado‐related deaths and injuries; however, less research has been conducted in this area compared to tornado research in the physical sciences. Extant research in this vein tends to bifurcate. One branch of studies derives from classic risk perception, which investigates cognitive, affective, and sociocultural factors in relation to concern and preparation for uncertain risks. Another branch focuses on psychological, social, and cultural factors implicated in warning response for rapid onset hazards, with attention paid to previous experience and message design. Few studies link risk perceptions with cognition and response as elicited by specific examples of warnings. The present study unites risk perception, cognition, and response approaches by testing the contributions of hypothesized warning response drivers in one set of path models. Warning response is approximated by perceived fear and intended protective action as reported by survey respondents when exposed to hypothetical tornado warning scenarios. This study considers the roles of hazard knowledge acquisition, information‐seeking behaviors, previous experience, and sociodemographic factors while controlling for the effects of the visual warning graphic. Findings from the study indicate the primacy of a user's visual interpretation of a warning graphic in shaping tornado warning response. Results also suggest that information‐seeking habits, previous tornado experience, and local disaster culture play strong influencing roles in warning response.