More Than Fear Induction: Toward an Understanding of People's Motivation to Be Well‐Prepared for Emergencies in Flood‐Prone Areas

This article examines the extent and manner to which evaluations of flood‐related precautions are affected by an individual's motivation and perception of context. It argues that the relationship between risk perception and flood risk preparedness can be fruitfully specified in terms of vulnerability and efficacy if these concepts are put into the perspective of prevention‐focused motivation. This relationship was empirically examined in a risk communication experiment in a delta area of the Netherlands (n = 1,887). Prevention‐focused motivation was induced by contextualized risk information. The results showed that prevention‐focused individuals were more sensitive to the relevance of potential precautions for satisfying their needs in the context they found themselves in. The needs included, but were not limited to, fear reduction. Due to the heterogeneity of the residents, the evaluations reflected individual differences in the intensity and the selectivity of precautionary processes. Four types of persons could be distinguished according to their evaluation of precautionary measures: a high‐scoring minority, two more selective types, and a low‐scoring minority. For policymakers and risk communicators it is vital to consider the nature of prevention motivation and the context in which it is likely to be high.     

Adoption of Individual Flood Damage Mitigation Measures in New York City: An Extension of Protection Motivation Theory

This study offers insights into factors of influence on the implementation of flood damage mitigation measures by more than 1,000 homeowners who live in flood‐prone areas in New York City. Our theoretical basis for explaining flood preparedness decisions is protection motivation theory, which we extend using a variety of other variables that can have an important influence on individual decision making under risk, such as risk attitudes, time preferences, social norms, trust, and local flood risk management policies. Our results in relation to our main hypothesis are as follows. Individuals who live in high flood risk zones take more flood‐proofing measures in their home than individuals in low‐risk zones, which suggests the former group has a high threat appraisal. With regard to coping appraisal variables, we find that a high response efficacy and a high self‐efficacy play an important role in taking flood damage mitigation measures, while perceived response cost does not. In addition, a variety of behavioral characteristics influence individual decisions to flood‐proof homes, such as risk attitudes, time preferences, and private values of being well prepared for flooding. Investments in elevating one's home are mainly influenced by building code regulations and are negatively related with expectations of receiving federal disaster relief. We discuss a variety of policy recommendations to improve individual flood preparedness decisions, including incentives for risk reduction through flood insurance, and communication campaigns focused on coping appraisals and informing people about flood risk they face over long time horizons.     

Risk and Planning in Agriculture: How Planning on Dairy Farms in Ireland Is Affected by Farmers’ Regulatory Focus

This article examines how planning on dairy farms is affected by farmers' motivation. It argues that farmers' choice of expansion strategies can be specified in terms of risk decision making and understood as either prevention‐focused or promotion‐focused motivation. This relationship was empirically examined using mediated regression analyses where promotion/prevention focus was the independent variable and its effect on total milk production via planned expansion strategies was examined. The results indicate that promotion focus among farmers has an indirect effect on farm expansion via planning strategies that incur greater risk to the farm enterprise. Regulatory focus on the part of farmers has an influence on farmers' planning and risk management activities and must be accounted for in the design and implementation of policy and risk management tools in agriculture.     

Perceptions of Risk and Vulnerability Following Exposure to a Major Natural Disaster: The Calgary Flood of 2013

Many studies have examined the general public's flood risk perceptions in the aftermath of local and regional flooding. However, relatively few studies have focused on large‐scale events that affect tens of thousands of people within an urban center. Similarly, in spite of previous research on flood risks, unresolved questions persist regarding the variables that might influence perceptions of risk and vulnerability, along with management preferences. In light of the opportunities presented by these knowledge gaps, the research reported here examined public perceptions of flood risk and vulnerability, and management preferences, within the city of Calgary in the aftermath of extensive flooding in 2013. Our findings, which come from an online survey of residents, reveal that direct experience with flooding is not a differentiating factor for risk perceptions when comparing evacuees with nonevacuees who might all experience future risks. However, we do find that judgments about vulnerability—as a function of how people perceive physical distance—do differ according to one's evacuation experience. Our results also indicate that concern about climate change is an important predictor of flood risk perceptions, as is trust in government risk managers. In terms of mitigation preferences, our results reveal differences in support for large infrastructure projects based on whether respondents feel they might actually benefit from them.     

Public Perception of the Risks of Floods: Implications for Communication

Floods in the U.S. kill an average of 162 people each year and cause $3.4 billion in property damage. Flood control programs have been successful in lowering, but not eliminating, the risks to lives and property. Since the late 1960s, the federal government has emphasized flood insurance as a primary tool for improving location and flood-proofing decisions, as well as for reimbursing flood losses. Since only 12.7% of houses in flood plain areas are covered by flood insurance, the program has been ineffective. We interviewed people living in three communities that had recently been flooded. Most people had little knowledge of the cause of floods or what could be done to prevent damage. People who work and who are better educated know more and are more likely to have flood insurance. Current government publications about flood risks are not likely to be understood by those at risk. There is little effective communication about the nature and magnitude of the risks and what individuals can do to protect their lives and property and lower their financial risks. The risk management program should both emphasize communication and enforcement of the current law requiring people at risk who hold federally funded loans to be insured.     

Flood Risk Perceptions and Insurance Choice: Do Decisions in the Floodplain Reflect Overoptimism?

In the presence of rare disasters, risk perceptions may not always align with actual risks. These perceptions can nevertheless influence an individual's willingness to mitigate risks through activities such as purchasing flood insurance. In a survey of Maryland floodplain residents, we find that stated risk perceptions predict voluntary flood insurance take‐up, while perceptions themselves varied widely among surveyed residents, owing in large part to differences in past flood experience. We use a formal test for overoptimism in risk perceptions and find that, on aggregate, floodplain residents are overly optimistic about flood risks.     

“Know What to Do If You Encounter a Flash Flood”: Mental Models Analysis for Improving Flash Flood Risk Communication and Public Decision Making

Understanding how people view flash flood risks can help improve risk communication, ultimately improving outcomes. This article analyzes data from 26 mental models interviews about flash floods with members of the public in Boulder, Colorado, to understand their perspectives on flash flood risks and mitigation. The analysis includes a comparison between public and professional perspectives by referencing a companion mental models study of Boulder‐area professionals. A mental models approach can help to diagnose what people already know about flash flood risks and responses, as well as any critical gaps in their knowledge that might be addressed through improved risk communication. A few public interviewees mentioned most of the key concepts discussed by professionals as important for flash flood warning decision making. However, most interviewees exhibited some incomplete understandings and misconceptions about aspects of flash flood development and exposure, effects, or mitigation that may lead to ineffective warning decisions when a flash flood threatens. These include important misunderstandings about the rapid evolution of flash floods, the speed of water in flash floods, the locations and times that pose the greatest flash flood risk in Boulder, the value of situational awareness and environmental cues, and the most appropriate responses when a flash flood threatens. The findings point to recommendations for ways to improve risk communication, over the long term and when an event threatens, to help people quickly recognize and understand threats, obtain needed information, and make informed decisions in complex, rapidly evolving extreme weather events such as flash floods.     

Flash Flood Risks and Warning Decisions: A Mental Models Study of Forecasters,Public Officials,and Media Broadcasters in Boulder,Colorado

Timely warning communication and decision making are critical for reducing harm from flash flooding. To help understand and improve extreme weather risk communication and management, this study uses a mental models research approach to investigate the flash flood warning system and its risk decision context. Data were collected in the Boulder, Colorado area from mental models interviews with forecasters, public officials, and media broadcasters, who each make important interacting decisions in the warning system, and from a group modeling session with forecasters. Analysis of the data informed development of a decision‐focused model of the flash flood warning system that integrates the professionals’ perspectives. Comparative analysis of individual and group data with this model characterizes how these professionals conceptualize flash flood risks and associated uncertainty; create and disseminate flash flood warning information; and perceive how warning information is (and should be) used in their own and others’ decisions. The analysis indicates that warning system functioning would benefit from professionals developing a clearer, shared understanding of flash flood risks and the warning system, across their areas of expertise and job roles. Given the challenges in risk communication and decision making for complex, rapidly evolving hazards such as flash floods, another priority is development of improved warning content to help members of the public protect themselves when needed. Also important is professional communication with members of the public about allocation of responsibilities for managing flash flood risks, as well as improved system‐wide management of uncertainty in decisions.     

Risk Communication,Public Engagement,and Climate Change: A Role for Emotions

This article discusses the potential role that emotions might play in enticing a lifestyle that diminishes climate change. Climate change is an important challenge for society. There is a growing consensus that climate change is due to our behavior, but few people are willing to significantly adapt their lifestyle. Empirical studies show that people lack a sense of urgency: they experience climate change as a problem that affects people in distant places and in a far future. Several scholars have claimed that emotions might be a necessary tool in communication about climate change. This article sketches a theoretical framework that supports this hypothesis, drawing on insights from the ethics of risk and the philosophy of emotions. It has been shown by various scholars that emotions are important determinants in risk perception. However, emotions are generally considered to be irrational states and are hence excluded from communication and political decision making about risky technologies and climate change, or they are used instrumentally to create support for a position. However, the literature on the ethics of risk shows that the dominant, technocratic approach to risk misses the normative‐ethical dimension that is inherent to decisions about acceptable risk. Emotion research shows that emotions are necessary for practical and moral decision making. These insights can be applied to communication about climate change. Emotions are necessary for understanding the moral impact of the risks of climate change, and they also paradigmatically provide for motivation. Emotions might be the missing link in effective communication about climate change.     

Efficacy Foundations for Risk Communication: How People Think About Reducing the Risks of Climate Change

Believing action to reduce the risks of climate change is both possible (self‐efficacy) and effective (response efficacy) is essential to motivate and sustain risk mitigation efforts, according to current risk communication theory. Although the public recognizes the dangers of climate change, and is deluged with lists of possible mitigative actions, little is known about public efficacy beliefs in the context of climate change. Prior efficacy studies rely on conflicting constructs and measures of efficacy, and links between efficacy and risk management actions are muddled. As a result, much remains to learn about how laypersons think about the ease and effectiveness of potential mitigative actions. To bring clarity and inform risk communication and management efforts, we investigate how people think about efficacy in the context of climate change risk management by analyzing unprompted and prompted beliefs from two national surveys (N = 405, N = 1,820). In general, respondents distinguish little between effective and ineffective climate strategies. While many respondents appreciate that reducing fossil fuel use is an effective risk mitigation strategy, overall assessments reflect persistent misconceptions about climate change causes, and uncertainties about the effectiveness of risk mitigation strategies. Our findings suggest targeting climate change risk communication and management strategies to (1) address gaps in people's existing mental models of climate action, (2) leverage existing public understanding of both potentially effective mitigation strategies and the collective action dilemma at the heart of climate change action, and (3) take into account ideologically driven reactions to behavior change and government action framed as climate action.     

Using the CAUSE Model to Understand Public Communication about Water Risks: Perspectives from Texas Groundwater District Officials on Drought and Availability

Public communication about drought and water availability risks poses challenges to a potentially disinterested public. Water management professionals, though, have a responsibility to work with the public to engage in communication about water and environmental risks. Because limited research in water management examines organizational communication practices and perceptions, insights into research and practice can be gained through investigation of current applications of these risk communication efforts. Guided by the CAUSE model, which explains common goals in communicating risk information to the public (e.g., creating Confidence, generating Awareness, enhancing Understanding, gaining Satisfaction, and motivating Enactment), semistructured interviews of professionals (N = 25) employed by Texas groundwater conservation districts were conducted. The interviews examined how CAUSE model considerations factor in to communication about drought and water availability risks. These data suggest that many work to build constituents’ confidence in their districts. Although audiences and constituents living in drought‐prone areas were reported as being engaged with water availability risks and solutions, many district officials noted constituents’ lack of perceived risk and engagement. Some managers also indicated that public understanding was a secondary concern of their primary responsibilities and that the public often seemed apathetic about technical details related to water conservation risks. Overall, results suggest complicated dynamics between officials and the public regarding information access and motivation. The article also outlines extensions of the CAUSE model and implications for improving public communication about drought and water availability risks.     

You Have Been Framed! How Antecedents of Information Need Mediate the Effects of Risk Communication Messages

This study investigates the processes that mediate the effects of framing flood risks on people's information needs. Insight into the effects of risk frames is important for developing balanced risk communication that explains both risks and benefits of living near water. The research was inspired by the risk information seeking and processing model and related models. In a web‐based survey, respondents (n = 1,457) were randomly assigned to one of three communication frames or a control frame (experimental conditions). Each frame identically explained flood risk and additionally refined the message by emphasizing climate change, the quality of flood risk management, or the amenities of living near water. We tested the extent to which risk perceptions, trust, and affective responses mediate the framing effects on information need. As expected, the frames on average resulted in higher information need than the control frame. Attempts to lower fear appeal by stressing safety or amenities instead of climate change were marginally successful, a phenomenon that is known as a “negativity bias.” Framing effects were mediated by negative attributes (risk perception and negative affect) but not by positive attributes (trust and positive affect). This finding calls for theoretical refinement. Practically, communication messages will be more effective when they stimulate risk perceptions and evoke negative affect. However, arousal of fear may have unwanted side effects. For instance, fear arousal could lead to lower levels of trust in risk management among citizens. Regular monitoring of citizens’ attitudes is important to prevent extreme levels of distrust or cynicism.     

Does Iconicity in Pictographs Matter? The Influence of Iconicity and Numeracy on Information Processing,Decision Making,and Liking in an Eye‐Tracking Study

Researchers recommend the use of pictographs in medical risk communication to improve people's risk comprehension and decision making. However, it is not yet clear whether the iconicity used in pictographs to convey risk information influences individuals’ information processing and comprehension. In an eye‐tracking experiment with participants from the general population (N = 188), we examined whether specific types of pictograph icons influence the processing strategy viewers use to extract numerical information. In addition, we examined the effect of iconicity and numeracy on probability estimation, recall, and icon liking. This experiment used a 2 (iconicity: blocks vs. restroom icons) × 2 (scenario: medical vs. nonmedical) between‐subject design. Numeracy had a significant effect on information processing strategy, but we found no effect of iconicity or scenario. Results indicated that both icon types enabled high and low numerates to use their default way of processing and extracting the gist of the message from the pictorial risk communication format: high numerates counted icons, whereas low numerates used large‐area processing. There was no effect of iconicity in the probability estimation. However, people who saw restroom icons had a higher probability of correctly recalling the exact risk level. Iconicity had no effect on icon liking. Although the effects are small, our findings suggest that person‐like restroom icons in pictographs seem to have some advantages for risk communication. Specifically, in nonpersonalized prevention brochures, person‐like restroom icons may maintain reader motivation for processing the risk information.     

Out of Sight,Out of Mind? Geographic and Social Predictors of Flood Risk Awareness

The persistent gap in flood risk awareness in Canada, and elsewhere in North America, is a continual source of worry for researchers and emergency managers; many people living in at‐risk places are simply unaware of risks and of their proximity to hazards. This study seeks to understand which residents were aware of flood risk, using unique representative survey data of Calgary residents living in the city's flood‐prone neighborhoods collected after the devastating and costly 2013 Southern Alberta Flood. The article uses logistic regression models to analyze which residents were aware of risk to their homes. Findings indicate that, in addition to various demographic predictors, many of the geographic predictors (including the elevation of one's home relative to the river) are significant predictors of awareness. Having a direct sight line to one of Calgary's two rivers is also a significant predictor in some of the models, suggesting that the visibility of hazards matters for flood risk perception, although this effect fades when many of the geographic predictors are added. Finally, the models indicate that several variables related to local, neighborhood‐based social networks are significant as well. These findings reveal that both physical surroundings and social context are important for understanding risk awareness. The article concludes by discussing the relevance for social science research on disasters and hazards, as well as for planners and emergency managers.     

Adolescents’ and Young Adults’ Online Risk Taking: The Role of Gist and Verbatim Representations

Young people are exposed to and engage in online risky activities, such as disclosing personal information and making unknown friends online. Little research has examined the psychological mechanisms underlying young people's online risk taking. Drawing on fuzzy trace theory, we examined developmental differences in adolescents’ and young adults’ online risk taking and assessed whether differential reliance on gist representations (based on vague, intuitive knowledge) or verbatim representations (based on specific, factual knowledge) could explain online risk taking. One hundred and twenty two adolescents (ages 13–17) and 172 young adults (ages 18–24) were asked about their past online risk‐taking behavior, intentions to engage in future risky online behavior, and gist and verbatim representations. Adolescents had significantly higher intentions to take online risks than young adults. Past risky online behaviors were positively associated with future intentions to take online risks for adolescents and negatively for young adults. Gist representations about risk negatively correlated with intentions to take risks online in both age groups, while verbatim representations positively correlated with online risk intentions, particularly among adolescents. Our results provide novel insights about the underlying mechanisms involved in adolescent and young adults’ online risk taking, suggesting the need to tailor the representation of online risk information to different age groups.     

Natural Hazards and Motivation for Mitigation Behavior: People Cannot Predict the Affect Evoked by a Severe Flood

Past research indicates that personal flood experience is an important factor in motivating mitigation behavior. It is not fully clear, however, why such experience is so important. This study tested the hypothesis that people without flooding experience underestimate the negative affect evoked by such an event. People who were affected by a severe recent flood disaster were compared with people who were not affected, but who also lived in flood-prone areas. Face-to-face interviews with open and closed questions were conducted ( n = 201). Results suggest that people without flood experience envisaged the consequences of a flood differently from people who had actually experienced severe losses due to a flood. People who were not affected strongly underestimated the negative affect associated with a flood. Based on the results, it can be concluded that risk communication must not focus solely on technical aspects; in order to trigger motivation for mitigation behavior, successful communication must also help people to envisage the negative emotional consequences of natural disasters.     

Perception and Communication of Flood Risks: A Systematic Review of Empirical Research

Flood hazards are the most common and destructive of all natural disasters. For decades, experts have been examining how flood losses can be mitigated. Just as in other risk domains, the study of risk perception and risk communication has gained increasing interest in flood risk management. Because of this research growth, a review of the state of the art in this domain is believed necessary. The review comprises 57 empirically based peer‐reviewed articles on flood risk perception and communication from the Web of Science and Scopus databases. The characteristics of these articles are listed in a comprehensive table, presenting research design, research variables, and key findings. From this review, it follows that the majority of studies are of exploratory nature and have not applied any of the theoretical frameworks that are available in social science research. Consequently, a methodological standardization in measuring and analyzing people's flood risk perceptions and their adaptive behaviors is hardly present. This heterogeneity leads to difficulties in comparing results among studies. It is also shown that theoretical and empirical studies on flood risk communication are nearly nonexistent. The article concludes with a summary on methodological issues in the fields of flood‐risk perception and flood‐risk communication and proposes an agenda for future research.     

Insights into Flood‐Coping Appraisals of Protection Motivation Theory: Empirical Evidence from Germany and France

Protection motivation theory (PMT) has become a popular theory to explain the risk‐reducing behavior of residents against natural hazards. PMT captures the two main cognitive processes that individuals undergo when faced with a threat, namely, threat appraisal and coping appraisal. The latter describes the evaluation of possible response measures that may reduce or avert the perceived threat. Although the coping appraisal component of PMT was found to be a better predictor of protective intentions and behavior, little is known about the factors that influence individuals’ coping appraisals of natural hazards. More insight into flood‐coping appraisals of PMT, therefore, are needed to better understand the decision‐making process of individuals and to develop effective risk communication strategies. This study presents the results of two surveys among more than 1,600 flood‐prone households in Germany and France. Five hypotheses were tested using multivariate statistics regarding factors related to flood‐coping appraisals, which were derived from the PMT framework, related literature, and the literature on social vulnerability. We found that socioeconomic characteristics alone are not sufficient to explain flood‐coping appraisals. Particularly, observational learning from the social environment, such as friends and neighbors, is positively related to flood‐coping appraisals. This suggests that social norms and networks play an important role in flood‐preparedness decisions. Providing risk and coping information can also have a positive effect. Given the strong positive influence of the social environment on flood‐coping appraisals, future research should investigate how risk communication can be enhanced by making use of the observed social norms and network effects.     

The Impact of Perceived Flood Exposure on Flood‐Risk Perception: The Role of Distance

Natural hazards, such as major flood events, are occurring with increasing frequency and inflicting increasing levels of financial damages upon affected communities. The experience of such major flood events has brought about a significant change in attitudes to flood‐risk management, with a shift away from built engineering solutions alone towards a more multifaceted approach. Europe's experience with damaging flood episodes provided the impetus for the introduction of the European Floods Directive, requiring the establishment of flood‐risk management plans at the river‐basin scale. The effectiveness of such plans, focusing on prevention, protection, and preparedness, is dependent on adequate flood awareness and preparedness, and this is related to perception of flood risk. This is an important factor in the design and assessment of flood‐risk management. Whilst there is a modern body of literature exploring flood perception issues, there have been few examples that explore its spatial manifestations. Previous literature has examined perceived and real distance to a hazard source (such as a river, nuclear facility, landfill, or incinerator, etc.), whereas this article advances the literature by including an objectively assessed measure of distance to a perceived flood zone, using a cognitive mapping methodology. The article finds that distance to the perceived flood zone (perceived flood exposure) is a crucial factor in determining flood‐risk perception, both the cognitive and affective components. Furthermore, we find an interesting phenomenon of misperception among respondents. The article concludes by discussing the implications for flood‐risk management.     

Communicating Earthquake Preparedness: The Influence of Induced Mood,Perceived Risk,and Gain or Loss Frames on Homeowners’ Attitudes Toward General Precautionary Measures for Earthquakes

Despite global efforts to reduce seismic risk, actual preparedness levels remain universally low. Although earthquake‐resistant building design is the most efficient way to decrease potential losses, its application is not a legal requirement across all earthquake‐prone countries and even if, often not strictly enforced. Risk communication encouraging homeowners to take precautionary measures is therefore an important means to enhance a country's earthquake resilience. Our study illustrates that specific interactions of mood, perceived risk, and frame type significantly affect homeowners’ attitudes toward general precautionary measures for earthquakes. The interdependencies of the variables mood, risk information, and frame type were tested in an experimental 2 × 2 × 2 design (N = 156). Only in combination and not on their own, these variables effectively influence attitudes toward general precautionary measures for earthquakes. The control variables gender, “trait anxiety” index, and alteration of perceived risk adjust the effect. Overall, the group with the strongest attitudes toward general precautionary actions for earthquakes are homeowners with induced negative mood who process high‐risk information and gain‐framed messages. However, the conditions comprising induced negative mood, low‐risk information and loss‐frame and induced positive mood, low‐risk information and gain‐framed messages both also significantly influence homeowners’ attitudes toward general precautionary measures for earthquakes. These results mostly confirm previous findings in the field of health communication. For practitioners, our study emphasizes that carefully compiled communication measures are a powerful means to encourage precautionary attitudes among homeowners, especially for those with an elevated perceived risk.