Thesis (Ph.D.)--University of Delaware, 2007. / Principal faculty advisor: Havidan Rodriguez, Dept. of Sociology & Criminal Justice. Includes bibliographical references.

An association was tested between the presence of a television weather broadcaster on-screen and viewers’ likelihood to seek shelter, measured via risk perception and preventative behavior. Social networking websites were used to recruit respondents. Four clips of archived severe weather videos, one pair (on-screen and off-screen broadcaster) using the reflectivity product and another pair (on-screen and off-screen broadcaster) using velocity product, were presented to participants. Viewers’ trust and weather salience were also quantified for additional interactions. A relationship between viewers’ risk perception (preflectivity = 0.821, pvelocity = 0.625) and preventative behavior (preflectivity = 0.217, pvelocity = 0.236) and the presence of the broadcaster on-screen was not found. The reflectivity product was associated with higher risk perception and preventative behavior scores than the velocity product (prp = 0.000, ppb = 0.000).