Applying the CERC model within the context of extreme weather: A study about the influence of the timing and efficacy beliefs on information seeking and self-protective behaviors.

The Crisis And Emergency Risk Communication (CERC) model emphasises communicating risks in the stages before and after a crisis or risk event. This research tested the importance of these stages by manipulating the timing (pre-crisis versus post-crisis) and efficacy beliefs (low versus high) in the risk message. A two by two between subject experiment was conducted to test the effect on the perceived threat, the perceived efficacy, information seeking and self-protective behaviors in the context of extreme weather. Results show that one is significantly more likely to seek post-crisis risk information than pre-crisis risk information and that the risk is perceived significantly higher in the post-crisis stage. Interestingly, the perceived threat turned out to be significant predictor of information seeking and the perceived threat and perceived efficacy turned out to be significant predictors of self-protective behaviors. Manipulating the efficacy beliefs did not have a significant effect. Implications for communication professionals on communicating in the post-crisis stage are discussed.