Evaluation of hazard brochures using topic viewing durations: Application to tsunami evacuation brochures

This study describes a novel method of assessing risk communication effectiveness by reporting an evaluation of a tsunami information brochure by 90 residents of three Pacific coast communities that are vulnerable to a Cascadia Subduction Zone earthquake and tsunami—Commencement Bay, Washington; Lincoln City, Oregon; and Eureka, California. Study participants viewed information that was presented in DynaSearch, an internet-based computer system that allowed them to view text boxes and tsunami inundation zone maps. DynaSearch recorded the number of times each text box or map was clicked and the length of time that it was viewed. This information viewing phase was followed by questionnaire pages assessing important aspects of tsunami hazard and sources of tsunami warnings. Participants gave the longest click durations to what to do in the emergency period during earthquake shaking and in its immediate aftermath before a tsunami arrives—topics that should be displayed prominently in tsunami brochures and emphasized in talks to community groups. The smallest adjusted click durations were associated with advance preparations for a tsunami—topics that can be posted on websites whose URLs are printed in the brochures.