After the 2013 heat wave, we conducted three UK-wide online surveys to examine public responses to heat. Participants in the longitudinal sample were surveyed in October 2013, April 2014, and July 2014. Participants in the refreshment sample were surveyed in July 2014. This UK-wide project examines whether UK residents’ positive feelings about hot summer weather did indeed undermine their willingness to implement heat protection behaviours during the 2013 heat wave. It also tests four strategies for promoting heat protection behaviours, including ones that invoke negative memories about extreme summer heat. Follow-up work will apply any new insights to other extreme weather events, like floods, droughts or snow. Findings will impact theory and practice about how to design effective risk communication, and help to promote public preparedness and resilience regarding extreme weather.Heat waves cause excess deaths, illness and discomfort. Although heat waves have been relatively rare in the UK, they are projected to become more common and intense under a changing climate. The summer of 2013 brought the first heat wave in seven years. To promote public protection against heat, the National Health Service and Public Health England released a heat wave plan. Recommended heat protection behaviours include staying in the shade, drinking plenty of liquids, and keeping an eye on vulnerable individuals. However, there is reason to believe that UK residents often have positive feelings about hot summer weather, which may undermine their willingness to implement recommended heat protection behaviours.

Online surveys. Participants were randomly assigned to a no-instruction control group, or a group that was instructed to remember (a) high summer temperatures, (b) negative summer weather experiences, (c) negative summer weather experiences with high temperatures. Participants reported heat protection behaviors, trust in the agencies that release the heat wave plan, feelings about heat, and so on.