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.     

Dangerous News: Media Decision Making about Climate Change Risk

This article explores the role of broadcast news media decision makers in shaping public understanding and debate of climate change risks. It locates the media within a "tangled web" of communication and debate between sources, media, and publics. The article draws on new qualitative research in the British context. The main body of it focuses on media source strategies, on climate change storytelling in news, and the "myth of detachment" sustained by many news decision makers. The empirical evidence, gathered between 1997 and 2004, is derived primarily from recordings and notes drawn from a series of seminars that has brought together equal numbers of BBC news and television decision makers and environment/development specialists. The seminars have created a rare space for extended dialogue between media and specialist perspectives on the communication of complex climate change science and policy. While the article acknowledges the distinctive nature of the BBC as a public sector broadcaster, the evidence confirms and extends current understanding of the career of climate change within the media more broadly. The working group discussions have explored issues arising out of how stories are sourced and, in the context of competitive and time-pressured newsrooms, shaped and presented in short news pieces. Particularly significant is the disjuncture between ways of talking about uncertainty within science and policy discourse and media constructions of objectivity, truth, and balance. The article concludes with a summary of developments in media culture, technology, and practice that are creating opportunities for enhanced public understanding and debate of climate change risks. It also indicates the need for science and policy communities to be more active critics and sources of news.     

Trust in Risky Messages: The Role of Prior Attitudes

Risk perception researchers have observed a "negativity bias" for hazard-related information. Messages indicating the presence of risk seem to be trusted more than messages indicating the absence of risk, and risk perceptions seem more affected by negative than positive information. Two experiments were conducted to examine alternative explanations of this finding within the area of food additives. Study 1 (N = 235) extended earlier work by (a) unconfounding message valence (positive or negative) from message extremity (definite or null finding) and (b) exploring the role of prior attitudes. Results suggested that negative/risky messages were indeed trusted more even when extremity was taken into account. However, prior attitudes significantly moderated the effect of message valence on trust. Positive messages were distrusted only by those with negative prior attitudes. Study 2 (N = 252), further explored the role of prior attitudes and extended the work by examining reactions to risky messages about a positively viewed additive--a vitamin. The results again found a moderating effect of prior attitudes on message valence. Participants had greater confidence in messages that were more congruent with their prior attitudes, irrespective of valence. Furthermore, positive messages had a greater impact on risk perception than negative messages. These findings suggest that greater trust in negative messages about hazards may be a product of a "confirmatory" rather than a "negativity" bias.     

Public Perception of Uncertainties Within Climate Change Science

Climate change is a complex, multifaceted problem involving various interacting systems and actors. Therefore, the intensities, locations, and timeframes of the consequences of climate change are hard to predict and cause uncertainties. Relatively little is known about how the public perceives this scientific uncertainty and how this relates to their concern about climate change. In this article, an online survey among 306 Swiss people is reported that investigated whether people differentiate between different types of uncertainty in climate change research. Also examined was the way in which the perception of uncertainty is related to people's concern about climate change, their trust in science, their knowledge about climate change, and their political attitude. The results of a principal component analysis showed that respondents differentiated between perceived ambiguity in climate research, measurement uncertainty, and uncertainty about the future impact of climate change. Using structural equation modeling, it was found that only perceived ambiguity was directly related to concern about climate change, whereas measurement uncertainty and future uncertainty were not. Trust in climate science was strongly associated with each type of uncertainty perception and was indirectly associated with concern about climate change. Also, more knowledge about climate change was related to less strong perceptions of each type of climate science uncertainty. Hence, it is suggested that to increase public concern about climate change, it may be especially important to consider the perceived ambiguity about climate research. Efforts that foster trust in climate science also appear highly worthwhile.     

Identifying Promising Messages to Increase Hurricane Mitigation Among Coastal Homeowners in the United States

Hurricanes threaten the physical and financial well-being of coastal residents throughout the United States. Though hurricane-related losses are largely avoidable through property mitigation (e.g., structural modifications to existing homes), few homeowners invest in mitigation. Communication campaigns, which have influenced risk-related behaviors in other domains, hold promise for persuading coastal residents to engage in hurricane mitigation. The development of successful campaign messages relies, in part, on formative research to assess the potential influence of candidate message strategies. We present results from mixed-methods, theory-driven research to identify promising beliefs for persuading homeowners in coastal/coastal-adjacent regions of Alabama and Florida to install a high wind–resistant (HWR) roof. In Study 1, we elicited homeowners’ (n = 74) salient behavioral, normative, and control beliefs about installing an HWR roof. Using established procedures, we content analyzed open-ended responses and categorized them by thematic content. In Study 2, we surveyed another sample of homeowners (n = 533) to examine the extent to which salient beliefs/themes about installing an HWR roof (elicited in Study 1) are promising targets for a communication campaign, given their associations with homeowners’ intentions to retrofit. Results demonstrate that across elicited beliefs, common themes include the protection and property resilience reroofing affords, and anticipated expenses and financial barriers associated with reroofing. The most promising beliefs include behavioral beliefs that installing an HWR roof will protect oneself and one's family, and normative beliefs about the likelihood that one's family and community will install an HWR roof. We discuss the implications of findings for the development of hurricane mitigation messaging.     

Climate change knowledge influences attitude to mitigation via efficacy beliefs

Theories proposing climate change apathy is explained by inadequate knowledge do not account for why many informed and concerned Americans fail to act. While correlations between knowledge, efficacy for climate change, and attitude to mitigation have been observed, few studies have examined efficacy for climate change as a mediator. This study aimed to investigate the influence of specific climate change knowledge on attitude to mitigation via efficacy beliefs. A cross-sectional survey of 205 US adults recruited from Amazon's Mechanical Turk assessed participants’ climate change knowledge, efficacy for climate change, and attitude to mitigation. Indirect effects of self-efficacy for climate change were observed in three mediation models, suggesting efficacy for climate change explains some of the relationship between specific climate change knowledge and attitude to mitigation. The findings suggest risk communication can motivate pro-environmental attitudes with interventions that deliver information about climate change and develop efficacy for mitigation behavior.     

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.     

Communicating Low‐Probability High‐Consequence Risk,Uncertainty and Expert Confidence: Induced Seismicity of Deep Geothermal Energy and Shale Gas

Subsurface energy activities entail the risk of induced seismicity including low‐probability high‐consequence (LPHC) events. For designing respective risk communication, the scientific literature lacks empirical evidence of how the public reacts to different written risk communication formats about such LPHC events and to related uncertainty or expert confidence. This study presents findings from an online experiment (N = 590) that empirically tested the public's responses to risk communication about induced seismicity and to different technology frames, namely deep geothermal energy (DGE) and shale gas (between‐subject design). Three incrementally different formats of written risk communication were tested: (i) qualitative, (ii) qualitative and quantitative, and (iii) qualitative and quantitative with risk comparison. Respondents found the latter two the easiest to understand, the most exact, and liked them the most. Adding uncertainty and expert confidence statements made the risk communication less clear, less easy to understand and increased concern. Above all, the technology for which risks are communicated and its acceptance mattered strongly: respondents in the shale gas condition found the identical risk communication less trustworthy and more concerning than in the DGE conditions. They also liked the risk communication overall less. For practitioners in DGE or shale gas projects, the study shows that the public would appreciate efforts in describing LPHC risks with numbers and optionally risk comparisons. However, there seems to be a trade‐off between aiming for transparency by disclosing uncertainty and limited expert confidence, and thereby decreasing clarity and increasing concern in the view of the public.     

Attenuating Initial Beliefs: Increasing the Acceptance of Anthropogenic Climate Change Information by Reflecting on Values

Anthropogenic climate change information tends to be interpreted against the backdrop of initial environmental beliefs, which can lead to some people being resistant toward the information. In this article (N = 88), we examined whether self‐affirmation via reflection on personally important values could attenuate the impact of initial beliefs on the acceptance of anthropogenic climate change evidence. Our findings showed that initial beliefs about the human impact on ecological stability influenced the acceptance of information only among nonaffirmed participants. Self‐affirmed participants who were initially resistant toward the information showed stronger beliefs in the existence of climate change risks and greater acknowledgment that individual efficacy has a role to play in reducing climate change risks than did their nonaffirmed counterparts.     

Building a Values‐Informed Mental Model for New Orleans Climate Risk Management

Individuals use values to frame their beliefs and simplify their understanding when confronted with complex and uncertain situations. The high complexity and deep uncertainty involved in climate risk management (CRM) lead to individuals’ values likely being coupled to and contributing to their understanding of specific climate risk factors and management strategies. Most mental model approaches, however, which are commonly used to inform our understanding of people's beliefs, ignore values. In response, we developed a “Values‐informed Mental Model” research approach, or ViMM, to elicit individuals’ values alongside their beliefs and determine which values people use to understand and assess specific climate risk factors and CRM strategies. Our results show that participants consistently used one of three values to frame their understanding of risk factors and CRM strategies in New Orleans: (1) fostering a healthy economy, wealth, and job creation, (2) protecting and promoting healthy ecosystems and biodiversity, and (3) preserving New Orleans’ unique culture, traditions, and historically significant neighborhoods. While the first value frame is common in analyses of CRM strategies, the latter two are often ignored, despite their mirroring commonly accepted pillars of sustainability. Other values like distributive justice and fairness were prioritized differently depending on the risk factor or strategy being discussed. These results suggest that the ViMM method could be a critical first step in CRM decision‐support processes and may encourage adoption of CRM strategies more in line with stakeholders’ values.     

“Modest doubt is called the beacon of the wise”—Incorporating uncertainty in risk analysis from Shakespeare to today

“Modest doubt is call'd the beacon of the wise.”—William Shakespeare, Troilus and Cressida. Although the character Hector warns his fellow Trojans with this line not to engage in war against the Greeks, Shakespeare's works are replete with characters who do not incorporate modest doubt, or any consideration of uncertainty, in their risk decisions. Perhaps Shakespeare was simply a keen observer of human nature. Although risk science has developed tremendously over the last five decades (and scientific inquiry over five centuries), the human mind still frequently defaults to conviction about certain beliefs, absent sufficient scientific evidence—which has effects not just on individual lives, but on policy decisions that affect many. This perspective provides background on the Shakespearean quote in its literary and historical context. Then, as this quote is the theme of the 2023 Society for Risk Analysis Annual Meeting, we describe how “modest doubt”—incorporating the notion of uncertainty into risk analysis for individual and policy decisions—is still the “beacon of the wise” today.     

Dangerous Climate Change: The Role for Risk Research

The notion of "dangerous climate change" constitutes an important development of the 1992 United Nations Framework Convention on Climate Change. It persists, however, as an ambiguous expression, sustained by multiple definitions of danger. It also implicitly contains the question of how to respond to the complex and multi-disciplinary risk issues that climate change poses. The invaluable role of the climate science community, which relies on risk assessments to characterize system uncertainties and to identify limits beyond which changes may become dangerous, is acknowledged. But this alone will not suffice to develop long-term policy. Decisions need to include other considerations, such as value judgments about potential risks, and societal and individual perceptions of "danger," which are often contested. This article explores links and cross-overs between the climate science and risk communication and perception approaches to defining danger. Drawing upon nine articles in this Special Issue of Risk Analysis, we examine a set of themes: limits of current scientific understanding; differentiated public perceptions of danger from climate change; social and cultural processes amplifying and attenuating perceptions of, and responses to, climate change; risk communication design; and new approaches to climate change decision making. The article reflects upon some of the difficulties inherent in responding to the issue in a coherent, interdisciplinary fashion, concluding nevertheless that action should be taken, while acknowledging the context-specificity of "danger." The need for new policy tools is emphasised, while research on nested solutions should be aimed at overcoming the disjunctures apparent in interpretations of climate change risks.     

A risk science perspective on liability/guilt and uncertainty judgements in courts

This article aims to provide new insights about risk and uncertainty in law contexts, by incorporating ideas and principles of contemporary risk science. The main focus is on one particular aspect of the law: its operation in courts where a defendant has been charged with a violation of civil or criminal law. Judgements about risk and uncertainty—typically using the probability concept—and how these relate to the evidence play a central role in such situations. The decision on whether the defendant is liable/guilty or not may strongly depend on how these concepts are understood and communicated. Considerable work has been conducted to provide theoretical and practical foundations for the risk and uncertainty characterizations in these contexts. Yet, it can be argued that a proper foundation for linking the evidence and the uncertainty (probability) judgements is lacking, the result being poor communication in courts about risk and uncertainties. The present article seeks to clarify what the problems are and provide guidance on how to rectify them.     

Communicating Risks and Benefits from Fish Consumption: Impact on Belgian Consumers' Perception and Intention to Eat Fish

Communicating about the health effects of fish and seafood may potentially result in a conflict situation: increasing intake is desirable because of health and nutritional benefits, but higher consumption may also lead to an increased intake of potentially harmful environmental contaminants. In order to anticipate the communication challenge this conflict may pose, the research presented here aimed to assess the impact of risk/benefit communication on Belgian consumers' fish consumption behavior and fish attribute perception. Data were collected in June 2005 from a sample of 381 women, aged between 20 and 50 years. An experimental design consisting of four message conditions (benefit‐only; risk‐only; benefit‐risk; and risk‐benefit) combined with three information sources (fish and food industry; consumer organization; government) was used. Exposure to the benefit‐only message resulted in an increase from a self‐reported fish consumption frequency of 4.2 times per month to an intended fish consumption frequency of 5.1 times per month (+21%), while fish attribute perceptions only marginally improved. The risk‐only message resulted in a strong negative perceptual change in the range of two points on a seven‐point scale. This translated into an 8% decrease of behavioral intention (from eating fish 4.5 times per month to an intention of eating fish 4.1 times per month). Balanced messages referring to both risks and benefits yielded no significant change in behavioral intention, despite a significant worsening of fish attribute perception. The presentation order of benefits and risks in the balanced message showed a tendency to affect both behavioral intention and attribute perception, with the first message component being most influential. Information source did not yield any significant impact either on behavioral intention or on attribute perceptions, independent of the message content. The results from this study provide valuable insights for future risk/benefit and balanced communication about seafood.     

Risk and Climate Change: Perceptions of Key Policy Actors in Canada

This article examines factors that predict perceptions of risk associated with global climate change. The research focuses on the perceptions of those associated with climate change policy making in the prairie region of Canada. The data are from an online survey ( n = 851) of those policy actors. The analysis integrates several dominant approaches to the study of risk perception: psychometric approaches that examine the effects of cognitive structure; demographic assessments that examine, for example, differences in perception based on gender or family status; and political approaches that suggest that one's position in the policy process may affect his or her perceived risk. Attitudes toward climate change are to a degree predicted by all of these factors, but only when indirect effects are observed. Sociodemographic characteristics have little direct effect on perceived risk, but do affect general beliefs that affect risk perceptions. Perceived risk is related more strongly to these general beliefs or world views than to more specific beliefs about the effects of climate change on weather patterns. Position within the policy process also contributes to our understanding of perceptions, with industry and governmental actors demonstrating similar attitudes, which contrast with environmental groups and university researchers.     

Role for Risk Communication in Closing Military Waste Sites

Lessons learned from environmental and occupational hazard risk management practices over the past 30 years have led the Department of Defense to explore alternative risk management approaches. Policies for cleanup of environmentally hazardous waste sites are undergoing examination and are being reframed. A Demonstration Risk Communication Program is described which incorporates principles that integrate risk-based scientific information as well as community values, perceptions, and needs in a democratic process that includes the public as an active participant from the earliest stages. A strong scientific foundation for assessment and characterization of risk is viewed as necessary but not sufficient; the public's values must be actively integrated into the negotiated criteria. The Demonstration Program uses a model to prepare the participants and to guide them through the process. A five-step process is presented: (1) create risk communications process action team including at least one member of the specific site audience; (2) professionally train participants on team dynamics including interpersonal communication skills; (3) train risk communicators to deliver a cogent presentation of the message to secure a decision acceptable to both the government and the public; (4) identify existing biases, perceptions, and values held by all participants; and (5) develop risk message incorporating science and values. The process action team approach assumes the participants enter into the effort with the goal of improved environment and safeguarded public health. The team approach avoids confrontational or adversarial interactions and focuses on a dialogue from which a negotiated team response develops. Central to the program is the recognition that communication is only effective when the dialogue is two-way.     

Bad News Has Wings: Dread Risk Mediates Social Amplification in Risk Communication

Social diffusion of information amplifies risk through processes of birth, death, and distortion of message content. Dread risk—involving uncontrollable, fatal, involuntary, and catastrophic outcomes (e.g., terrorist attacks and nuclear accidents)—may be particularly susceptible to amplification because of the psychological biases inherent in dread risk avoidance. To test this, initially balanced information about high or low dread topics was given to a set of individuals who then communicated this information through diffusion chains, each person passing a message to the next. A subset of these chains were also reexposed to the original information. We measured prior knowledge, perceived risk before and after transmission, and, at each link, number of positive and negative statements. Results showed that the more a message was transmitted the more negative statements it contained. This was highest for the high dread topic. Increased perceived risk and production of negative messages was closely related to the amount of negative information that was received, with domain knowledge mitigating this effect. Reexposure to the initial information was ineffectual in reducing bias, demonstrating the enhanced danger of socially transmitted information.     

LYING ABOUT WHAT YOU KNOW OR ABOUT WHAT YOU DO?

We compare communication about private information to communication about actions in a one‐shot 2‐person public good game with private information. The informed player, who knows the exact return from contributing and whose contribution is unobserved, can send a message about the return or her contribution. Theoretically, messages can elicit the uninformed player's contribution, and allow the informed player to free‐ride. The exact language used is not expected to matter. Experimentally, however, we find that free‐ride depends on the language: the informed player free‐rides less—and thereby lies less frequently—when she talks about her contribution than when she talks about the return. Further experimental evidence indicates that it is the promise component in messages about the contribution that leads to less free‐ride and less lying.     

The Effects of Precautionary Messages about Electromagnetic Fields from Mobile Phones and Base Stations Revisited: The Role of Recipient Characteristics

Precautionary messages have been shown to increase recipients’ threat perceptions about radio‐frequency electromagnetic fields (RF‐EMFs) emitted by mobile phones and mobile phone base stations. The current study explored the interplay of variables on the side of message recipients with this effect. The individual difference variables of interest were gender, trait anxiety, personal need for structure, and personal fear of invalidity. Furthermore, the study determined whether the increased threat perception is accompanied by emotional distress. A total of 298 university students answered a survey after reading either a basic text about RF‐EMFs or a text including precautionary information. Linear multiple regression with interactions analyses showed that the effect of precautionary messages differed for people with different levels of trait anxiety. How trait anxiety was related to the effect of precautionary messages in turn depended on participants’ gender. Personal need for structure and personal fear of invalidity were mostly unrelated to the effect of precautionary messages. Regarding participants’ emotional distress, we found no difference in state anxiety scores between those participants who received precautionary information and those who did not. The findings show that the effects of precautionary messages on threat perception depend on individual difference variables such as recipients’ trait anxiety and gender. Also, the fact that precautionary communication did not result in heightened state anxiety challenges the assumption that precautionary messages induce fear or anxiety.