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.     

Perception of Risks From Electromagnetic Fields: A Psychometric Evaluation of a Risk-Communication Approach

Potential health risks from exposure to power-frequency electromagnetic fields (EMF) have become an issue of significant public concern. This study evaluates a brochure designed to communicate EMF health risks from a scientific perspective. The study utilized a pretest-posttest design in which respondents judged various sources of EMF (and other) health and safety risks, both before reading the brochure and after. Respondents assessed risks on dimensions similar to those utilized in previous studies of risk perception. In addition, detailed ratings were made that probed respondents' beliefs about the possible causal effects of EMF exposure. The findings suggest that naive beliefs about the potential of EMF exposure to cause harm were highly influenced by specific content elements of the brochure. The implications for using risk-communication approaches based on communicating scientific uncertainty are discussed.     

Probability Information in Risk Communication: A Review of the Research Literature

Communicating probability information about risks to the public is more difficult than might be expected. Many studies have examined this subject, so that their resulting recommendations are scattered over various publications, diverse research fields, and are about different presentation formats. An integration of empirical findings in one review would be useful therefore to describe the evidence base for communication about probability information and to present the recommendations that can be made so far. We categorized the studies in the following presentation formats: frequencies, percentages, base rates and proportions, absolute and relative risk reduction, cumulative probabilities, verbal probability information, numerical versus verbal probability information, graphs, and risk ladders. We suggest several recommendations for these formats. Based on the results of our review, we show that the effects of presentation format depend not only on the type of format, but also on the context in which the format is used. We therefore argue that the presentation format has the strongest effect when the receiver processes probability information heuristically instead of systematically. We conclude that future research and risk communication practitioners should not only concentrate on the presentation format of the probability information but also on the situation in which this message is presented, as this may predict how people process the information and how this may influence their interpretation of the risk.     

Risk Perception and Communication Unplugged: Twenty Years of Process1

Over the past twenty years, risk communication researchers and practitioners have learned some lessons, often at considerable personal price. For the most part, the mistakes that they have made have been natural, even intelligent ones. As a result, the same pitfalls may tempt newcomers to the field. This essay offers a personal (even confessional) history of the field over this period. It identifies a series of developmental stages. Progress through the stages involves consolidating the skills needed to execute it and learning its limitations. Knowing about their existence might speed the learning process and alert one to how much there still is to learn.     

Quantifying Flood Risks in the Netherlands

The Flood Risk in the Netherlands project (Dutch acronym: VNK2) is a large‐scale probabilistic risk assessment for all major levee systems in the Netherlands. This article provides an overview of the methods and techniques used in the VNK2 project. It also discusses two examples that illustrate the potential of quantitative flood risk assessments such as VNK2 to improve flood risk management processes: (i) informing political debates about the risks of flooding and the effectiveness of risk management actions, and (ii) (re)directing research efforts towards important sources of uncertainty.     

Does Communicating (Flood) Risk Affect (Flood) Risk Perceptions? Results of a Quasi‐Experimental Study

People's risk perceptions are generally regarded as an important determinant of their decisions to adjust to natural hazards. However, few studies have evaluated how risk communication programs affect these risk perceptions. This study evaluates the effects of a small-scale flood risk communication program in the Netherlands, consisting of workshops and focus group discussions. The effects on the workshop participants' ( n  = 24) and focus group participants' ( n  = 16) flood risk perceptions were evaluated in a pretest-posttest control group ( n  = 40) design that focused on two mechanisms of attitude change—direct personal experience and attitude polarization. We expected that (H1) workshop participants would show greater shifts in their flood risk perceptions compared with control group participants and that (H2) focus groups would rather produce the conditions for attitude polarization (shifts toward more extreme attitudinal positions after group discussion). However, the results provide only modest support for these hypotheses, perhaps because of a mismatch between the sessions' contents and the risk perception measures. An important contribution of this study is that it examined risk perception data by both conventional tests of the mean differences and tests for attitude polarization. Moreover, the possibility that attitude polarization could cause people to confirm their preexisting (hazard) beliefs could have important implications for risk communication.     

Agency Communication, Community Outrage, and Perception of Risk: Three Simulation Experiments

Three experimental studies were conducted employing hypothetical news stories to compare the effects on reader risk perceptions of two situations: when agency communication behavior was reported to be responsive to citizens' risk concerns, vs. when the agency was reported to be unresponsive. In the first two experiments, news stories of public meetings filled with distrust and controversy led to ratings indicating greater perceived risk than news stories reporting no distrust or controversy, even though the risk information was held constant. This effect appeared clearly when the differences in meeting tone were extreme and subjects made their ratings from their recall of the stories, but it was much weaker when the differences were moderate and subjects were allowed to go back over the news stories to help separate risk information from conflict information. In the third experiment, news stories about a spill cleanup systematically varied the seriousness of the spill, the amount of technical information provided in the story, and the agency behavior and resulting community outrage. The outrage manipulation significantly affected affective and cognitive components of perceived risk, but not hypothetical behavioral intentions. Seriousness and technical detail had very little effect on perceived risk.     

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.     

The Risk Perception Paradox—Implications for Governance and Communication of Natural Hazards

This article reviews the main insights from selected literature on risk perception, particularly in connection with natural hazards. It includes numerous case studies on perception and social behavior dealing with floods, droughts, earthquakes, volcano eruptions, wild fires, and landslides. The review reveals that personal experience of a natural hazard and trust—or lack of trust—in authorities and experts have the most substantial impact on risk perception. Cultural and individual factors such as media coverage, age, gender, education, income, social status, and others do not play such an important role but act as mediators or amplifiers of the main causal connections between experience, trust, perception, and preparedness to take protective actions. When analyzing the factors of experience and trust on risk perception and on the likeliness of individuals to take preparedness action, the review found that a risk perception paradox exists in that it is assumed that high risk perception will lead to personal preparedness and, in the next step, to risk mitigation behavior. However, this is not necessarily true. In fact, the opposite can occur if individuals with high risk perception still choose not to personally prepare themselves in the face of a natural hazard. Therefore, based on the results of the review, this article offers three explanations suggesting why this paradox might occur. These findings have implications for future risk governance and communication as well as for the willingness of individuals to invest in risk preparedness or risk mitigation actions.     

Beliefs and the Perception of Risks and Accidents

Identifying the causes of accidents is a necessary prerequisite for preventive action. Some research suggests however that the analysis of accidents does not only differ between experts and laymen but that it is also linked to certain characteristics inherent in the analyst and in the social group to which he belongs: beliefs, value systems, norms, experiences in common, attitudes, roles, social and technical practices, etc. Culturally determined bias seems to affect the perception of risk and the causes of accidents. This article presents a certain number of thoughts and results based upon research carried out on causal attributions of traffic accidents in The Ivory Coast (West Africa) and discusses the importance of culture in risk-taking and accident prevention. It shows in particular that fatalistic beliefs and mystical practices influence the perception of accidents and consequently incite one to take more risks and neglect safety measures.     

The Determinants of Trust and Credibility in Environmental Risk Communication: An Empirical Study

This study examines a key component of environmental risk communication; trust and credibility. The study was conducted in two parts. In the first part, six hypotheses regarding the perceptions and determinants of trust and credibility were tested against survey data. The hypotheses were supported by the data. The most important hypothesis was that perceptions of trust and credibility are dependent on three factors: perceptions of knowledge and expertise; perceptions of openness and honesty; and perceptions of concern and care. In the second part, models were constructed with perceptions of trust and credibility as the dependent variable. The goal was to examine the data for findings with direct policy implications. One such finding was that defying a negative stereotype is key to improving perceptions of trust and credibility.     

Risk Perception and Risk Talk: The Case of the Fukushima Daiichi Nuclear Radiation Risk

Individuals’ perceptions and their interpersonal communication about a risk event, or risk talk, can play a significant role in the formation of societal responses to the risk event. As they formulate their risk opinions and speak to others, risk information can circulate through their social networks and contribute to the construction of their risk information environment. In the present study, Japanese citizens’ risk perception and risk talk were examined in the context of the Fukushima Daiichi nuclear radiation risk. We hypothesized and found that the risk information environment and risk literacy (i.e., competencies to understand and use risk information) interact to influence their risk perception and risk talk. In particular, risk literacy tends to stabilize people's risk perceptions and their risk communications. Nevertheless, there were some subtle differences between risk perception and communication, suggesting the importance of further examination of interpersonal risk communication and its role in the societal responses to risk events.     

Evaluating the Mental Models Approach to Developing a Risk Communication: A Scoping Review of the Evidence

Risk communication is fundamental in ensuring people are equipped with the knowledge needed to navigate varied risks. One generally well‐regarded framework for the development of such communications is the mental models approach to risk communication (MMARC). Developed during the 1990s, the MMARC has been applied to a range of health, technological, and environmental risks. However, as yet, we know of no attempt to collate and review articles that evaluated communications developed using the MMARC. This article took a first step at addressing this gap by conducting a scoping review that aimed to begin to explore the fidelity with which the approach has been applied, explore whether there appeared to be sufficient studies to warrant a future systematic review, and identify future research questions. Although the initial search found over 100 articles explicitly applying the MMARC, only 12 of these developed a risk‐related communication that was tested against a control (and thus included in the current review). All studies reported a positive effect of the MMARC versus control communication for at least some of the outcome measures (knowledge being the most prevalent). However, there was wide variation between studies including type of control, outcomes assessed, and only five studies reported adopting a randomized design. The review highlights both the need for greater fidelity in the way future studies operationalize the MMARC approach, and suggests that a full‐scale systematic review of the MMARC literature appears justified, especially given the possibility of a large gray literature in this area.     

Perception of Mobile Phone and Base Station Risks

Perceptions of risks associated with mobile phones, base stations, and other sources of electromagnetic fields (EMF) were examined. Data from a telephone survey conducted in the German- and French-speaking parts of Switzerland are presented (N = 1,015). Participants assessed both risks and benefits associated with nine different sources of EMF. Trust in the authorities regulating these hazards was assessed as well. In addition, participants answered a set of questions related to attitudes toward EMF and toward mobile phone base stations. According to respondents' assessments, high-voltage transmission lines are the most risky source of EMF. Mobile phones and mobile phone base stations received lower risk ratings. Results showed that trust in authorities was positively associated with perceived benefits and negatively associated with perceived risks. People who use their mobile phones frequently perceived lower risks and higher benefits than people who use their mobile phones infrequently. People who believed they lived close to a base station did not significantly differ in their level of risks associated with mobile phone base stations from people who did not believe they lived close to a base station. Regarding risk regulation, a majority of participants were in favor of fixing limiting values based on the worst-case scenario. Correlations suggest that belief in paranormal phenomena is related to level of perceived risks associated with EMF. Furthermore, people who believed that most chemical substances cause cancer also worried more about EMF than people who did not believe that chemical substances are that harmful. Practical implications of the results are discussed.     

The Evolving Field of Risk Communication

The 40th Anniversary of the Society for Risk Analysis presents an apt time to step back and review the field of risk communication. In this review, we first evaluate recent debates over the field's current state and future directions. Our takeaway is that efforts to settle on a single, generic version of what constitutes risk communication will be less productive than an open-minded exploration of the multiple forms that comprise today's vibrant interdisciplinary field. We then review a selection of prominent cognitive, cultural, and social risk communication scholarship appearing in the published literature since 2010. Studies on trust in risk communication messengers continued to figure prominently, while new research directions emerged on the opportunities and critical challenges of enhancing transparency and using social media. Research on message attributes explored how conceptual insights particularly relating to framing, affective and emotional responses, and uncertainty might be operationalized to improve message effectiveness. Studies consistently demonstrated the importance of evaluation and how varying single attributes alone is unlikely to achieve desired results. Research on risk communication audiences advanced on risk perception and multiway engagement with notable interest in personal factors such as gender, race, age, and political orientation. We conclude by arguing that the field's interdisciplinary tradition should be further nurtured to drive the next evolutionary phase of risk communication research.     

Tampering with Nature: A Systematic Review

Tampering with nature has been shown to be a strong, and sometimes even the strongest, predictor of the risk perception and acceptance of various technologies and behaviors, including environmental technologies, such as geoengineering. It is therefore helpful to understand what tampering with nature is as a construct, to which factors it relates, and when a technology or behavior is perceived as such. By means of a systematic review, we show that very little systematic research has been conducted on tampering with nature. Because tampering with nature has not yet been clearly defined, no systematic operationalization of tampering with nature has been used in the current literature. We show that tampering with nature is often used interchangeably with other constructs, such as naturalness. Based on the literature, we suggest that tampering with nature is related to and possibly influenced by three other constructs, which are naturalness, morality, and controllability. We discuss the influence of tampering with nature on the acceptance and risk perception of various technologies and behaviors and make suggestions for future research needs in order to better understand this construct.     

Trust in Risk Management: A Model‐Based Review of Empirical Research

This review of studies of trust in risk management was designed, in part, to examine the relations between the reviewed research and the consensus model of trust that has recently emerged in other fields of study. The review begins by briefly elaborating the consensus views on the dimensionality and function of trust. It then describes the various models of trust that have been developed in the field of risk management, comparing them with the consensus approach. The findings of previous reviews are outlined, followed by a delineation of the open questions addressed by the present review, the method used, and the results. Finally, the findings of the review are discussed in relation to the important issue of trust asymmetry, the role of trust in risk management, and directions for future research. The consensus model specifies two conceptualizations of trust, each linked to particular types of antecedents. Relational trust, which is called trust in this review, is based on the relations between the trusting person and the other. Calculative trust, which is called confidence, is based on past behavior of the other and/or on constraints on future behavior. Results of this review showed that most studies of trust in risk management, while exploring matters of particular concern to the risk management community, were at least in part consistent with the consensus model. The review concludes by urging greater integration between the concerns of the former and the insights of the latter.     

A Review of Risk Perceptions and Other Factors that Influence Flood Mitigation Behavior

In flood risk management, a shift can be observed toward more integrated approaches that increasingly address the role of private households in implementing flood damage mitigation measures. This has resulted in a growing number of studies into the supposed positive relationship between individual flood risk perceptions and mitigation behavior. Our literature review shows, however, that, actually, this relationship is hardly observed in empirical studies. Two arguments are provided as an explanation. First, on the basis of protection motivation theory, a theoretical framework is discussed suggesting that individuals’ high‐risk perceptions need to be accompanied by coping appraisal to result in a protective response. Second, it is pointed out that possible feedback from already‐adopted mitigation measures on risk perceptions has hardly been considered by current studies. In addition, we also provide a review of factors that drive precautionary behavior other than risk perceptions. It is found that factors such as coping appraisal are consistently related to mitigation behavior. We conclude, therefore, that the current focus on risk perceptions as a means to explain and promote private flood mitigation behavior is not supported on either theoretical or empirical grounds.     

Gender, Race, and Perception of Environmental Health Risks

This paper reports the results of a national survey in which perceptions of environmental health risks were measured for 1275 white and 214 nonwhite persons. The results showed that white women perceived risks to be much higher than did white men, a result that is consistent with previous studies. However, this gender difference was not true of nonwhite women and men, whose perceptions of risk were quite similar. Most striking was the finding that white males tended to differ from everyone else in their attitudes and perceptions–on average, they perceived risks as much smaller and much more acceptable than did other people. These results suggest that sociopolitical factors such as power, status, alienation, and trust are strong determiners of people's perception and acceptance of risks.