Associate Professor McGovern Medical School at the University of Texas Health Science Center at Houston Missouri City, Texas, United States
Background: With firearms being the leading cause of death in children, it is imperative to develop community-based campaigns aimed at firearm owners to prevent firearm injury. It is necessary to understand the differences and preferences in perceptions, behaviors, messaging for promoting safe storage among firearm owners. Objective: To gauge the perceived persuasiveness of seven audience-centered firearm safe storage promotional messages and preferences for credible messengers between firearm owners and non-owners. Design/Methods: A nationally representative market panel survey was disseminated online in summer 2023. We examined preferences and opinions about communications surrounding several health issues such as opioid overdose, COVID-19 prevention, and firearm safety. Demographic information, general health information, including firearm ownership, types of messages around secure storage, and preferred sources of information were collected. Descriptive and bivariate analyses were performed. Results: A total of 2022 completed the survey and 978 responded specifically to the firearm based questions. Regardless of firearm ownership status, messages that (1) framed firearms as part of American culture, (2) drew analogies to tools, and (3) highlighted suicide risk were deemed most persuasive by respondents (Figure 1) Relatively speaking, messages that framed firearms as the leading cause of death for youth were least preferred among firearm owners compared to non-owners; however, these “youth at risk” messages along with messages employing parental responsibility frames were deemed the most persuasive among non-owner populations. Interestingly, family members ranked the highest as a source of credible messengers across all groups while social media outlets ranked lowest (Figure 2). Doctors, nurses and other medical professionals were preferred by non-owners as compared to owners (5.9 vs 5.39; p< 0.05); however, there was no difference among owners who did not store firearms securely compared to those that did. In addition, among firearm owners who were storing firearms unsafely, doctors were ranked higher than local news outlets, social media outlets, public health agencies and gun violence prevention organizations as a trusted information source, behind family members, friends, and gun rights organizations.
Conclusion(s): This research identified key differences between firearm owners and non-owners regarding preferences for messaging and credible messengers on firearm safe storage. The findings imply tailored, targeted messaging for each group may improve attitudes and behaviors surrounding safer firearm storage.
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