Personalized risk information and social comparisons on information-seeking behavior in the WUI

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The effect of providing parcel-specific information depends on baseline conditions: Informing homeowners about their property’s wildfire risk increases information-seeking among homeowners of the highest-risk parcels by about 5 percentage points and reduces information-seeking among homeowners of lower-risk parcels by about 6 percentage points. Parcel-specific information also increases the overall response in the lowest risk communities by more than 10 percentage points.