9730584 Ridge This research project focuses upon factors that influence the adoption of seismic adjustments. Two field experiments will be carried out to identify three strategies: (1) engaging reciprocity norms through a process of reciprocal concessions, (2) engaging commitment and consistency motivations through a process of sequential requests, and (3) engaging normative pressures through a process of comparative feedback. The research will demonstrate the power of social influence principles for inducing compliance with seismic safety adjustment behaviors. It will be the first experimental research in the hazards domain that systematically manipulates social influence strategies to investigate their effects on behavioral compliance, thus allowing for casual inferences to be drawn. Moreover, the research will be conducted in an understudied seismic zone (Utah) and may increase the level of earthquake preparedness in a population of vulnerable citizens. ***
