‘Sea-level rise won’t affect my house’ – even flood maps don’t sway Florida coastal residents

Read the full story at The Conversation.

Advertisers understand that providing consumers with the facts will not sell products. To get people to stop and pay attention, successful advertising delivers information simply and with an emotional hook so that consumers notice and, hopefully, make a purchase.

Climate communication scientists use these same principles of messaging – visual, local and dramatic – to provide facts that will get the public’s attention. Such messaging is intended to help people understand risk as it relates to them, and perhaps, change their behavior as a result.

As social scientists studying the effectiveness of climate change communication strategies, we became curious about a particular message we found online. Some houses advertised for sale in South Florida were accompanied by banner ads with messages such as “Flooding hurts home value. Know more before you buy. Find out for free now.” The ads were sponsored by the First Street Foundation through their website FloodIQ.com. The nonprofit foundation provides detailed aerial photos of present and future flooding as a consequence of rising sea level.

My colleague and I decided to survey residents of coastal South Florida to better understand how information affected their attitudes and opinions. Did these messages developed by a nonprofit organization change the perceptions of coastal residents who live in low-lying areas about the threat of coastal flooding as a result of sea level rise?

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