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Implications of Inconsistent Visual Displays on End User Risk Perception, Uncertainty, and Behavioral Intentions
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2023
[PDF-4.45 MB]
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Description:With the rise of the Internet and social media platforms, people now have access to more weather information than ever before. Although this allows end users to receive weather information from a variety of sources, the sheer volume of available information likely contributes to a perception that weather risk messages are inconsistent. Members of the weather enterprise share these concerns and believe that these perceived inconsistencies may negatively affect their many audiences. The challenge, however, is that there are only a few studies to-date that have explored message consistency in a weather context (Losee and Joslyn 2018; Weyrich et al. 2019; Su, Burgeno, and Joslyn 2020; Burgeno and Joslyn, 2020; Burgeno and Joslyn 2023). Therefore, in its current state, the weather enterprise lacks empirical evidence that (1) demonstrates that message consistency is a relevant operational concern and (2) provides research-guided recommendations to practitioners and operational meteorologists on how to achieve a more consistent message. To address this operational need, this research project conceptualized ‘message consistency’ for the weather enterprise and employs a social science mixed-methods approach to explore the effects of weather-related graphical inconsistencies on lay public end users. In particular, this project used the Storm Prediction Center’s (SPC) Convective Outlook graphic as a vehicle to investigate the role that visual design plays in keeping a weather-related message consistent. This report outlines five different studies, explains their complementary research design, and presents each of their individual findings. More importantly, however, this report goes a step further to triangulate the research findings from all five studies to offer research-guided recommendations on how to strive for a more consistent message when communicating severe weather risk information to members of the public.
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Rights Information:CC0 Public Domain
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