The Relationship of Weather Salience with the Perceptions and Uses of Weather Information in a Nationwide Sample of the United States

The authors used data from a sample of 1465 adults living in the United States to perform a confirmatory factor analysis on the Weather Salience Questionnaire (WxSQ), a 29-item instrument designed to measure the ways in which weather is psychologically significant for people. The original measurement model of the WxSQ was confirmed in the present sample. Additional work also was performed to create a WxSQ short form consisting of seven items. The authors then examined the relationship of weather salience with the respondents ’ climate zones of residence and several other weather-related attitudes and behaviors that were assessed in the national sample. People residing in continental and temperate climates expressed significantly more weather salience than those living in dry climates. Further, weather salience was sig-nificantly and positively related to the following: 1) the frequency with which people sought weather in-formation and forecasts, 2) the frequency of seeking weather information during the day, 3) the frequency of using forecasts to plan daily activities, 4) seeking weather information for wider geographic areas, and 5) the use of precipitation and temperature forecasts. Weather salience also was significantly and posi-tively related to the confidence people expressed about National Weather Service forecasts and to the perceived importance of these forecasts. The results imply that peoples ’ level of weather salience, at least in part, affects their uses of weather information and their confidence in it. These results support the validity of the WxSQ and also reveal some of the psychological bases of people’s perceptions and uses of weather information. 1