https://www.sciencedaily.com/releases/2021/08/210830152903.htm

In a case study of Northern California residents, Stanford researchers explored the psychological factors and social processes that drive responses to wildfire smoke. The research, which ultimately aims to uncover approaches for helping people better protect themselves, shows that social norms and social support are essential for understanding protective health actions during wildfire smoke events. The findings appeared this month in the journal Climate Risk Management.

"It's important to understand how people behave so that public health communications professionals can potentially intervene and promote safer behavior that mitigates risk," said lead study author Francisca Santana, a PhD student in the Emmett Interdisciplinary Program in Environment and Resources (E-IPER). "This kind of qualitative work is a first step so that we can learn how people are using information and interacting to make decisions. We can then look at where there might be leverage points or opportunities to promote more protective behavior."