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David M. Schultz, Eve C. Gruntfest, Mary H. Hayden, Charles C. Benight, Sheldon Drobot, and Lindsey R. Barnes

Method . Wiley, 464 pp . Dollard, J. , 1948/49 : Under what conditions do opinions predict behavior? Public Opin. Quart. , 12 , 623 – 632 . 10.1086/266005 Doswell C. A. III, , 2003 : Societal impacts of severe thunderstorms and tornadoes: Lessons learned and implications for Europe. Atmos. Res. , 67–68 , 135 – 152 . Doswell C. A. III, , 2005 : Progress toward developing a practical societal response to severe convection (2005 EGU Sergei Soloviev Medal Lecture). Nat. Hazards

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Alan W. Black and Walker S. Ashley

: Comparing reactions to two severe tornadoes in one Oklahoma community. Disasters , 29 , 277 – 287 . 10.1111/j.0361-3666.2005.00291.x Curran, E. B. , Holle R. L. , and Lopez R. E. , 2000 : Lightning casualties and damages in the United States from 1959 to 1994. J. Climate , 13 , 3448 – 3464 . 10.1175/1520-0442(2000)013<3448:LCADIT>2.0.CO;2 Doswell C. A. III, , 2003 : Societal impacts of severe thunderstorms and tornadoes: Lessons learned and implications for Europe. Atmos. Res. , 67

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Kevin D. Ash, Ronald L. Schumann III, and Gregg C. Bowser

certain colors are used ( Elliot and Maier 2007 ; Meier et al. 2012 ). Many authors agree that red has semiotic value for communicating danger—particularly in North American and European cultural contexts ( Bostrom et al. 2008 ; Griffith and Leonard 1997 ; Leonard 1999 ; Wogalter et al. 2002 ). Yellow frequently connotes caution, whereas green and blue are associated more often with safety ( Elliot and Maier 2007 ; Severtson and Vatovec 2012 ). Given the danger context of a tornado warning, the

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