主题：Can Advertising Improve Flood Insurance Coverage? Evidence on Take-up and Belief Updating
主讲人：黄伉 美国罗切斯特大学
主持人：郑筱婷 暨南大学
时间：2026年5月28日（周四）上午10:00-12:00
地点：暨南大学石牌校区经济学院大楼（中惠楼）102室
摘要
Flood risk is rising in the United States, yet flood-insurance take-up remains substantially low, in part because many households underestimate their flood risk. This paper examines whether public advertising can correct household flood risk belief, increase flood-insurance adoption and, more importantly, whether it shifts coverage toward households for whom insurance is most valuable.Using administrative records on 7.6 million National Flood Insurance Program policies and survey measures of disaster beliefs, we study the effect of TV advertising on flood-insurance enrollment. We find economically meaningful advertising effects, with larger responses among higher-risk properties, indicating that advertising improves the allocation of coverage across flood risk distribution. Survey evidence and a series of tests further show that advertising plausibly raises perceived flood risk, consistent with a flood-specific risk-updating channel. These results point to the potential of advertising as a policy tool for narrowing climate-protection gaps by correcting risk misperceptions and expanding coverage where it is most needed.
主讲人简介
黄伉是罗切斯特大学 Simon Business School 计量营销方向博士候选人，研究聚焦于营销活动如何影响消费者认知、市场行为与社会结果，尤其关注广告效果、政治营销、公平性设计以及大型语言模型在营销场景中的应用。他擅长运用因果推断、机器学习、结构模型与应用计量方法，识别营销干预对消费者决策、信念更新和市场参与的影响。其研究体现出鲜明的营销问题意识：从广告如何提升洪水保险覆盖率，到众筹平台排序如何兼顾效率与公平，再到新闻媒体注意力如何影响负面政治广告策略，均围绕营销传播、信息环境与消费者反应展开。其合作论文 The Electoral Choice Context and Support for Democratic Norms已被PNAS接收发表；此外，他获选2026 AMA-Sheth Foundation Doctoral Consortium Fellow。
校对 | 郑筱婷
责编 | 彭毅
初审 | 李仲达
终审发布 | 何凌云
（来源：暨南大学经济学院微信公众号）
