Table 1 Potential barriers to action related to wildfire smoke exposure.

• Default best practice response behaviors are unclear.

• Social norms are not known/established.

• Individuals face uncertain risks but often seek out common consensus for responding.

• Inadequate timing and reach of communication efforts.

• Duration and “intensity” of smoke impacts on air quality are unknown/uncertain.

Example Questions/Mindset of Hypothetical Users

• What are others doing? Who else is concerned? Who should be concerned?

• What does this have to do with me, my daily life, and my normal routine?

• I’m busy and don’t have time to think about Air Quality.

• Do my behaviors even matter? Extreme conditions seem out of my control.

• I don’t like to/cannot change my activities, plans, or existing habits.

• This is just a short-term situation. Once the worst is over, I don’t have to worry.