The Faulty ‘Mental Models’ That Lead to Poor Disaster Preparation

As Hurricanes Isaac and Sandy were bearing down on the South and East Coasts of the United States, respectively, in the summer and fall of 2012, Wharton marketing professor Robert Meyer and his research team took to the phone lines to survey people in the storms’ crosshairs about what they perceived the greatest threats to be, and how they were preparing to face them…