The effectiveness of value-based messages to engage gun owners on firearm policies: a three-stage nested study.

BACKGROUND: Although gun owners overwhelmingly support violence prevention policies, they are hesitant to speak up publicly to advocate for these policies. We tested a series of communication messages on gun owners' level of support for various firearm violence prevention policies and on their willingness to engage in gun violence prevention advocacy. METHODS: We conducted three consecutive experiments, testing a total of thirteen messages on a sample of gun owners over 18 years old who live in the U.S. The first was a random experiment, the second a quasi-experiment, and the third a randomized control trial. The goal of having these varied methods was to develop messages applicable to different contexts with different levels of information about the audience. RESULTS: The most effective message was a script showing respect for gun owners' decisions to purchase a firearm and proposing a balanced policy roadmap to end gun violence, which led to an increase in gun owner's willingness to engage in eight different advocacy activities. We also found a value-based message conveying loyalty to increase support for domestic violence related prohibitions and willingness to engage in advocacy for gun violence prevention policies. CONCLUSIONS: Public health professionals need to develop communication strategies that are aligned with gun owners' values and that affirm respect for gun culture and for gun owners' decisions to own a gun.

The descriptive epidemiology of brand-specific gun ownership in the US: results from the 2019 National Lawful Use of Guns Survey.

BACKGROUND: No previous study has identified the specific brands of guns owned by gun owners. This study aimed to: (1) ascertain and describe patterns of brand- and model-specific gun ownership among US gun owners; and (2) investigate the relationship between gun owners' brand and model preferences and their attitudes towards common firearm violence prevention policies. METHODS: Using a national, pre-recruited internet panel of US adults in 2019, we surveyed gun owners (N = 2086) to ascertain their opinions regarding firearm violence prevention policies and to assess the brands and models of guns that they owned. RESULTS: Brand-specific gun ownership was highly concentrated and was dominated by three pistol brands, two revolver brands, three rifle brands, and three shotgun brands. There was wide variation in policy attitudes among owners of different gun brands, but little variation across owners of different gun types (i.e., pistols, rifles, revolvers, shotguns). We were able to identify the specific gun models owned by 1218 (59.4%) of the gun owners. Based on the classification of these gun models into three types we categorized the gun ownership pattern of the sample as 33.4% recreational, 45.5% self-defense, and 21.1% tactical. There were marked differences in support for firearm-related policies among the three groups, with support generally highest among the Recreation group and lowest among the Tactical group. CONCLUSION: We conclude that gun brands and models are strong predictors of a gun owner's attitudes regarding firearm-related policies. This information could help public health practitioners develop segment-specific communications that will appeal to each group in order to more effectively engage gun owners in firearm violence prevention.

The Meaning of Guns to Gun Owners in the U.S.: The 2019 National Lawful Use of Guns Survey.

INTRODUCTION: A better understanding of the lawful use of guns and the symbolic meaning of guns to gun owners is essential to bridge the divide in public opinion regarding policies to reduce gun violence in the U.S. METHODS: A national, prerecruited Internet panel of U.S. adults in 2019 was used to survey gun owners (n=2,086) to ascertain their gun-related attitudes and practices. Data were analyzed in 2020. RESULTS: The primary reason given for owning a gun was defense (59.4%), followed by recreation (26.8%). A minority of the gun owners in the sample (22.9%) reported taking part in any gun-related activity more than rarely. The proportion of respondents who agreed that guns are an important part of their identity was just 10.0%. The majority of the gun owners viewed gun control advocates as wanting to take away all guns (58.5%). Nearly 70% of gun owners reported that a reason for their reluctance to engage in gun violence prevention was that they feel alienated because they perceive gun control advocates as blaming them for the gun violence problem, not understanding gun ownership, and not understanding much about guns. CONCLUSIONS: For most of the gun owners, gun ownership plays a practical role as a method of self-protection and has a symbolic association with freedom. Public health practitioners must develop novel communication strategies that avoid alienating gun owners by creating a perception that the ultimate aim is to take their guns away.