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- Title
Communicating Radon Risks Effectively: The Maryland Experience.
- Authors
Desvousges, William H.; Smith, V. Kerry; Rink III, Hillery H.
- Abstract
The authors address the effectiveness of two pilot programs for encouraging radon testing: a targeted mass media approach and mass media combined with a community-based implementation program. To measure the effectiveness of these radon risk communication efforts, they used a design that included three Maryland communities with high radon concentrations. Hagerstown received an integrated radon risks/testing media campaign during the winter heating season. Frederick received the same media campaign but also received a community outreach program that included presentations and posters. Randallstown served as the comparison community with no special radon risk testing information. Pre- and post-campaign telephone surveys with 500 randomly selected homeowners were conducted in each area. The post-campaign surveys included an additional independent sample of 500 homeowners in each area to test for presensitization bias. Frederick which received both the community-based program and the media program, had a 15-percentage-point increase in attitudes favorable toward radon testing, 15- percentage-point increase in knowledge, and an 8.2-percentage-point increase in testing in comparison with Randallstown, the control community. Hagerstown, which received only the media program, had an 8-percentage-point increase in favorable attitudes. There was no detectable increase in testing in Hagerstown.
- Subjects
COMMUNICATION; MASS markets; TELEPHONE surveys; SOCIAL science research; ATTITUDE (Psychology); MARKETING
- Publication
Journal of Public Policy & Marketing, 1992, Vol 11, Issue 2, p68
- ISSN
0743-9156
- Publication type
Article