Secondary Risk Theory: Validation of a Novel Model of Protection Motivation

Protection motivation theory states individuals conduct threat and coping appraisals when deciding how to respond to perceived risks. However, that model does not adequately explain today's risk culture, where engaging in recommended behaviors may create a separate set of real or perceived secondary risks. We argue for and then demonstrate the need for a new model accounting for a secondary threat appraisal, which we call secondary risk theory. In an online experiment, 1,246 participants indicated their intention to take a vaccine after reading about the likelihood and severity of side effects. We manipulated likelihood and severity in a 2 × 2 between‐subjects design and examined how well secondary risk theory predicts vaccination intention compared to protection motivation theory. Protection motivation theory performed better when the likelihood and severity of side effects were both low (R² = 0.30) versus high (R² = 0.15). In contrast, secondary risk theory performed similarly when the likelihood and severity of side effects were both low (R² = 0.42) or high (R² = 0.45). But the latter figure is a large improvement over protection motivation theory, suggesting the usefulness of secondary risk theory when individuals perceive a high secondary threat.     

Multiple Health Risk Perception and Information Processing Among African Americans and Whites Living in Poverty

We investigated the risk‐information‐processing behaviors of people living at or near the poverty line. Because significant gaps in health and communication exist among high‐ and low‐income groups, increasing the information seeking and knowledge of poor individuals may help them better understand risks to their health and increase their engagement in health‐protective behaviors. Most earlier studies assessed only a single health risk selected by the researcher, whereas we listed 10 health risks and allowed the respondents to identify the one that they worried about most but took little action to prevent. Using this risk, we tested one pathway inspired by the risk information seeking and processing model to examine predictors of information insufficiency and of systematic processing and extended this pathway to include health‐protective action. A phone survey was conducted of African Americans and whites living in the southern United States with an annual income of ≤$35,000 (N= 431). The results supported the model pathway: worry partially mediated the relationship between perceived risk and information insufficiency, which, in turn, increased systematic processing. In addition, systematic processing increased health‐protective action. Compared with whites and better educated respondents, African Americans and respondents with little education had significantly higher levels of information insufficiency but higher levels of systematic processing and health‐protective action. That systematic processing and knowledge influenced health behavior suggests a potential strategy for reducing health disparities.     

Can Property Values Capture Changes in Environmental Health Risks? Evidence from a Stated Preference Study in Italy and the United Kingdom

Hedonic models are a common nonmarket valuation technique, but, in practice, results can be affected by omitted variables and whether homebuyers respond to the assumed environmental measure. We undertake an alternative stated preference approach that circumvents these issues. We examine how homeowners in the United Kingdom and Italy value mortality risk reductions by asking them to choose among hypothetical variants of their home that differ in terms of mortality risks from air pollution and price. We find that Italian homeowners hold a value of a statistical life (VSL) of €6.4 million, but U.K. homeowners hold a much lower VSL (€2.1 million). This may be because respondents in the United Kingdom do not perceive air pollution where they live to be as threatening, and actually live in cities with relatively low air pollution. Italian homeowners value a reduction in the risk of dying from cancer more than from other causes, but U.K. respondents do not hold such a premium. Lastly, respondents who face higher baseline risks, due to greater air pollution where they live, hold a higher VSL, particularly in the United Kingdom. In both countries, the VSL is twice as large among individuals who perceive air pollution where they live as high.     

Understanding Public Perceptions of Benefits and Risks of Childhood Vaccinations in the United States

In the face of a growing public health concern accompanying the reemerging threat of preventable diseases, this research seeks mainly to explain variations in the perceived benefits and risks of vaccinations among the general public in the United States. As Mary Douglas and Aaron Wildavsky's grid‐group cultural theory of risk perception claims, the analytical results based upon original data from a nationwide Internet survey of 1,213 American adults conducted in 2010 suggest that individuals’ cultural predispositions contribute to the formation of their perceptions pertaining to vaccine benefits and risks at both societal and individual levels, in conjunction with other factors suggested by previous risk perception literature, such as perceived prevalence of diseases, trust, knowledge level, and demographic characteristics. Those with a strong hierarch orientation tend to envision greater benefits and lesser risks and conceive of a relatively high ratio of benefit to risk when compared to other cultural types. By contrast, those with a strong fatalist tendency are inclined to emphasize risks and downplay benefits while conceiving of a low vaccination benefit‐risk ratio. Situated between hierarchs and fatalists, strong egalitarians are prone to perceive greater benefits, smaller risks, and a more positive benefit‐risk ratio than strong individualists.     

Risk Communication Emergency Response Preparedness: Contextual Assessment of the Protective Action Decision Model

Studies are continuously performed to improve risk communication campaign designs to better prepare residents to act in the safest manner during an emergency. To that end, this article investigates the predictive ability of the protective action decision model (PADM), which links environmental and social cues, predecision processes (attention, exposure, and comprehension), and risk decision perceptions (threat, alternative protective actions, and stakeholder norms) with protective action decision making. This current quasi‐longitudinal study of residents (N = 400 for each year) in a high‐risk (chemical release) petrochemical manufacturing community investigated whether PADM core risk perceptions predict protective action decision making. Telephone survey data collected at four intervals (1995, 1998, 2002, 2012) reveal that perceptions of protective actions and stakeholder norms, but not of threat, currently predict protective action decision making (intention to shelter in place). Of significance, rather than threat perceptions, perception of Wally Wise Guy (a spokes‐character who advocates shelter in place) correlates with perceptions of protective action, stakeholder norms, and protective action decision making. Wally's response‐efficacy advice predicts residents’ behavioral intentions to shelter in place, thereby offering contextually sensitive support and refinement for PADM.     

Insights into Flood Risk Misperceptions of Homeowners in the Dutch River Delta

Flooding is one of the most significant natural disasters worldwide. Nevertheless, voluntary take-up of individual damage reduction measures is low. A potential explanation is that flood risk perceptions of individual homeowners are below objective estimates of flood risk, which may imply that they underestimate the flood risk and the damage that can be avoided by damage reduction measures. The aim of this article is to assess possible flood risk misperceptions of floodplain residents in the Netherlands, and to offer insights into factors that are related with under- or overestimation of perceived flood risk. We analyzed survey data of 1,848 homeowners in the Dutch river delta and examine how perceptions of flood probability and damage relate to objective risk assessments, such as safety standards of dikes, as well as heuristics, including the availability heuristic and the affect heuristic. Results show that many Dutch floodplain inhabitants significantly overestimate the probability, but underestimate the maximum expected water level of a flood. We further observe that many respondents apply the availability heuristic.     

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.     

Radon Risk Information and Voluntary Protection: Evidence from a Natural Experiment

This study examines the perceived risks and mitigating behavior of Maine households who received new information on their exposures to significant health risks from indoor radon. The observed responses of these households illustrate conceptual issues related to designing an effective risk information program. Despite the involvement of generally well-motivated homeowners and well-intentioned researchers and government officials, we conclude that the risk information approach used in Maine failed to induce appropriate, cost-effective voluntary protection. The results indicate that, after receiving radon test results, information on associated health risks, and suggestions on how to reduce exposures: perceived risks tended to understate objective risks by orders of magnitude, and there was no statistically significant relationship between mitigating behavior and objective risks. These results suggest that the formation of risk perceptions and subsequent behavioral adjustments involve complex interactions among information, contextual, socioeconomic, and psychological variables. Therefore, government programs that seek to reduce health and safety risks with information programs, instead of using more conventional enforced standards, must be crafted very carefully to accommodate this complex process.     

Does Size Matter? A Study of Risk Perceptions of Global Population Growth

The global human population now exceeds 7 billion and is projected to reach 10 billion around 2060. While population growth has been associated with certain benefits (e.g., economies of scale, technological advancements), theoretical models, probabilistic projections, and empirical evidence also indicate that this growth could increase the likelihood of many adverse events (e.g., climate change, resource shortages) and the impact of these events, as more people are exposed to the outcomes. While concerns about these issues are well‐documented in the academic literature, there is little evidence concerning the public's perceptions of the risks associated with global population growth (GPG) and how these perceptions are likely to influence related decisions. To address these issues, we conducted a U.K.‐based study that examined respondents’ risk perceptions of GPG, their willingness to embrace mitigation/precautionary behaviors, and reasons for variations in these two factors. We found that GPG is perceived as a moderate‐to‐high risk, with concerns about the increased likelihood of resource shortages, ecological damage, and violent conflict being foremost. Respondents believed that the worst effects of GPG would arrive around 2050 and would be experienced by the world's poorest people. Respondents who perceived greater levels of risk from GPG were generally those who indicated a greater willingness to embrace mitigation behaviors (e.g., reduce resource consumption) and preventative actions (e.g., support political action to limit growth). We discuss how our findings might be utilized to better manage the potential challenges associated with GPG and we suggest several directions for further research.     

Values and Risk Perceptions: A Cross‐Cultural Examination

This article examines the relationship between values and risk perceptions regarding terror attacks. The participants in the study are university students from Turkey (n = 536) and Israel (n = 298). Schwartz value theory (1992, 1994) is applied to conceptualize and measure values. Cognitive (perceived likelihood and perceived severity) and emotional (fear, helplessness, anger, distress, insecurity, hopelessness, sadness, and anxiety) responses about the potential of (i) being personally exposed to a terror attack, and (ii) a terror attack that may occur in one's country are assessed to measure risk perceptions. Comparison of the two groups suggests that the Turkish participants are significantly more emotional about terror risks than the Israeli respondents. Both groups perceive the risk of a terror attack that may occur in their country more likely than the risk of being personally exposed to a terror attack. No significant differences are found in emotional representations and perceived severity ratings regarding these risks. Results provide support for the existence of a link between values and risk perceptions of terror attacks. In both countries, self‐direction values are negatively related to emotional representations, whereas security values are positively correlated with emotions; hedonism and stimulation values are negatively related to perceived likelihood. Current findings are discussed in relation to previous results, theoretical approaches (the social amplification of risk framework and cultural theory of risk), and practical implications (increasing community support for a course of action, training programs for risk communicators).     

Intuitive Toxicology. II. Expert and Lay Judgments of Chemical Risks in Canada

This study is a replication and extension in Canada of a previous study in the United States in which toxicologists and members of the public were surveyed to determine their attitudes, beliefs, and perceptions regarding risks from chemicals. This study of "intuitive vs. scientific toxicology" was motivated by the premise that different assumptions, conceptions, and values underlie much of the discrepancy between expert and lay views of chemical risks. The results showed that Canadian toxicologists had far lower perceptions of risk and more favorable attitudes toward chemicals than did the Canadian public. The public's attitudes were quite negative and showed the same lack of dose-response sensitivity found in the earlier U.S. study. Both the public and the toxicologists lacked confidence in the value of animal studies for predicting human health risks. However, the public had great confidence in the validity of animal studies that found evidence of carcinogenicity, whereas such evidence was not considered highly predictive of human health risk by many toxicologists. Technical judgments of toxicologists were found to be associated with factors such as affiliation, gender, and worldviews. Implications of these data for risk communication are briefly discussed.     

Efficacy,Action, and Support for Reducing Climate Change Risks

A growing body of research demonstrates that 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. Despite this potentially critical role of efficacy beliefs, measures and their use vary wildly in climate change risk perception and communication research, making it hard to compare and learn from efficacy studies. To address this problem and advance our understanding of efficacy beliefs, this article makes three contributions. First, we present a theoretically motivated approach to measuring climate change mitigation efficacy, in light of diverse proposed, perceived, and previously researched strategies. Second, we test this in two national survey samples (Amazon's Mechanical Turk N = 405, GfK Knowledge Panel N = 1,820), demonstrating largely coherent beliefs by level of action and discrimination between types of efficacy. Four additive efficacy scales emerge: personal self‐efficacy, personal response efficacy, government and collective self‐efficacy, and government and collective response efficacy. Third, we employ the resulting efficacy scales in mediation models to test how well efficacy beliefs predict climate change policy support, controlling for specific knowledge, risk perceptions, and ideology, and allowing for mediation by concern. Concern fully mediates the relatively strong effects of perceived risk on policy support, but only partly mediates efficacy beliefs. Stronger government and collective response efficacy beliefs and personal self‐efficacy beliefs are both directly and indirectly associated with greater support for reducing the risks of climate change, even after controlling for ideology and causal beliefs about climate change.     

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.     

Flood Risk Management: US Army Corps of Engineers and Layperson Perceptions

Recent severe storm experiences in the U.S. Gulf Coast illustrate the importance of an integrated approach to flood preparedness planning that harmonizes stakeholder and agency efforts. Risk management decisions that are informed by and address decision maker and stakeholder risk perceptions and behavior are essential for effective risk management policy. A literature review and two expert models/mental models studies were undertaken to identify areas of importance in the flood risk management process for layperson, non‐USACE‐expert, and two USACE‐expert groups. In characterizing and mapping stakeholder beliefs about risks in the literature onto current risk management practice, recommendations for accommodating and changing stakeholder perceptions of flood risks and their management are identified. Needs of the U.S. Army Corps of Engineers (USACE) flood preparedness and response program are discussed in the context of flood risk mental models.     

Predicting Cancer‐Prevention Behavior: Disentangling the Effects of Risk Aversion and Risk Perceptions

Experimental and survey research spanning the last two decades concludes that people who are more risk tolerant are more likely to engage in risky health activities such as smoking and heavy alcohol consumption, and are more likely to be obese. Subjective perceptions of the risk associated with different activities have also been found to be associated with health behaviors. While there are numerous studies that link risk perceptions with risky behavior, it is notable that none of these controls for risk aversion. Similarly, studies that control for risk aversion fail to control for risk misperceptions. We use a survey of 474 men and women to investigate the influence of risk aversion, risk misperceptions, and cognitive ability on the choice to engage in behaviors that either increase or mitigate cancer risk. We measure optimism in two dimensions: baseline optimists are those who inaccurately believe their cancer risk to be below its expert‐assessed level, while control optimists are those who believe they can reduce their risk of cancer (by changing their lifestyle choices) to a greater extent than is actually the case. Our results indicate that baseline optimism is significantly and negatively correlated with subjects′ tendencies to engage in cancer‐risk‐reducing behaviors, and positively correlated with risky behaviors. Subjects’ control misperceptions also appear to play a role in their tendency to engage in risky and prevention behaviors. When controlling for both of these types of risk misperception, risk aversion plays a much smaller role in determining health behaviors than found in past studies.     

Farmer Knowledge and Risk Analysis: Postrelease Evaluation of Herbicide-Tolerant Canola in Western Canada

The global controversy regarding the use of genetically modified (GM) crops has proved to be a challenge for "science-based" risk assessments. Although risk analysis incorporates societal perspectives in decision making over these crops, it is largely predicated on contrasts between "expert" and "lay" perspectives. The overall objective of this study is to explore the role for farmers' knowledge, and their decade-long experience with herbicide-tolerant (HT) canola, in the risk analysis of GM crops. From 2002 to 2003, data were collected using interviews ( n = 15) and mail surveys ( n = 370) with farmers from Manitoba and across Canada. The main benefits associated with HT canola were management oriented and included easier weed control, herbicide rotation, and better weed control, whereas the main risks were more diverse and included market harm, technology use agreements (TUAs), and increased seed costs. Benefits and risks were inversely related, and the salient factor influencing risk was farmer experiences with HT canola volunteers, followed by small farm size and duration using HT canola. These HT volunteers were reported by 38% of farmers, from both internal (e.g., seedbank, farm machinery, etc.) and external (e.g., wind, seed contamination, etc.) sources, and were found to persist over time. Farmer knowledge is a reliable and rich source of information regarding the efficacy of HT crops, demonstrating that individual experiences are important to risk perception. The socioeconomic nature of most risks combined with the continuing "farm income crisis" in North America demonstrates the need for a more holistic and inclusive approach to risk assessment associated with HT crops and, indeed, with all new agricultural technology.     

Children's disaster knowledge,risk perceptions,and preparedness: A cross-country comparison in Nepal and Turkey

While children are one of the groups at risk in disasters, they can also take an active part in disaster management, provided that the opportunity is given. This research examined the effect of disaster experience, disaster education, country, and city socioeconomic status on children's perceived risk and preparedness with a survey of 1335 children between 11 and 14 years old, in Nepal and Turkey. The survey used questionnaires and the pictorial representation of illness and self measure (PRISM) tool. Results showed that (1) children's risk perceptions were in line with their country-specific objective risks; (2) there were differences between the countries in relation to perception of risk for all the hazards except wildfire; (3) socioeconomic status had a statistically significant effect on children's perceptions of risk and preparedness for earthquakes, wildfires, that is, children who live in wealthier places had higher perceived risk and preparedness; (4) children in both countries showed similar trends in their knowledge of the correct protective actions to take in the event of a hazard occurrence. However, there is still room to enhance children's knowledge, in terms of safety behaviors, as the children selected many incorrect protective actions. There are important implications in terms of child-centered disaster management which hopefully will make life safer and help to create more resilience to disaster in society as a whole.     

Flooding Risks: A Comparison of Lay People's Perceptions and Expert's Assessments in Switzerland

Experts on the risk of flooding have developed very detailed maps for different parts of Switzerland that indicate the types of damage possible and the probabilities of adverse events. Four categories of risk severity are defined on the maps, ranging from high risk to no risk. Based on these existing maps, we selected respondents for a mail survey, some from areas high in risk and others from low-risk regions. Respondents answered several questions related to flood risk perception and preparedness. Survey results showed that respondents' risk perceptions were correlated with the experts' risk assessments. Respondents who lived in areas designated "no risk" by the experts had lower perceptions of risk than respondents who lived in areas with higher levels of designated risk. With regard to concrete prevention behavior, no differences between people living in different risk areas were observed. Survey results further suggest that many inhabitants do not know that flooding maps exist for their region. Results suggest that in some regions people overestimate the risks associated with flooding. Consequently, some people are more afraid of flooding than is justified by the facts. Some people show prevention behavior that most likely is superfluous. However, in other regions people underestimate the risks associated with flooding. These people do not show prevention behavior, and they are not well prepared for an adverse event. Furthermore, results suggest that respondents' experiences with flooding are positively related to their perceptions of flood risk. Findings of the present study are in line with the availability heuristic.     

Hazard Perception, Risk Perception, and the Need for Decontamination by Residents Exposed to Soil Pollution: The Role of Sustainability and the Limits of Expert Knowledge

This case study examines the hazard and risk perception and the need for decontamination according to people exposed to soil pollution. Using an ecological-symbolic approach (ESA), a multidisciplinary model is developed that draws upon psychological and sociological perspectives on risk perception and includes ecological variables by using data from experts' risk assessments. The results show that hazard perception is best predicted by objective knowledge, subjective knowledge, estimated knowledge of experts, and the assessed risks. However, experts' risk assessments induce an increase in hazard perception only when residents know the urgency of decontamination. Risk perception is best predicted by trust in the risk management. Additionally, need for decontamination relates to hazard perception, risk perception, estimated knowledge of experts, and thoughts about sustainability. In contrast to the knowledge deficit model, objective and subjective knowledge did not significantly relate to risk perception and need for decontamination. The results suggest that residents can make a distinction between hazards in terms of the seriousness of contamination on the one hand, and human health risks on the other hand. Moreover, next to the importance of social determinants of environmental risk perception, this study shows that the output of experts' risk assessments—or the objective risks—can create a hazard awareness rather than an alarming risk consciousness, despite residents' distrust of scientific knowledge.     

Growing Pains: How Risk Perception and Risk Communication Research Can Help to Manage the Challenges of Global Population Growth

In 2011, the global human population reached 7 billion and medium variant projections indicate that it will exceed 9 billion before 2045. Theoretical and empirical perspectives suggest that this growth could lead to an increase in the likelihood of adverse events (e.g., food shortages, climate change, etc.) and/or the severity of adverse events (e.g., famines, natural disasters, etc.). Several scholars have posited that the size to which the global population grows and the extent to which this growth increases the likelihood of adverse outcomes will largely be shaped by individuals’ decisions (in households, organizations, governments, etc.). In light of the strong relationship between perceived risk and decision behaviors, it is surprising that there remains a dearth of empirical research that specifically examines the perceived risks of population growth and how these perceptions might influence related decisions. In an attempt to motivate this important strand of research, this article examines the major risks that may be exacerbated by global population growth and draws upon empirical work concerning the perception and communication of risk to identify potential directions for future research. The article also considers how individuals might perceive both the risks and benefits of population growth and be helped to better understand and address the related issues. The answers to these questions could help humanity better manage the emerging consequences of its continuing success in increasing infant survival and adult longevity.