Download managing flash floods risk perception from a cultural

Cultural psychology and
hazards research
An integrated model for risk
perception and warning response
behavior
Ashley Coles
University of Arizona
Outline
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Background literature and
theoretical framework
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Risk perception research
Cultural psychology
Grid/group analysis
An integrated model
Case study: Flash floods
in Tucson, AZ
Risk perception research
Typical approaches
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There is an appropriate
response, anything else is
irrational
Behavior as a result of
psychological
(dys?)function
Behavior as a result of
human nature
More recently and
frequently, studies are
beginning to account for
the effects of cultural and
social contexts
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What is culture?
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A way of life learned from and shared by a
social unit
– Attitudes, beliefs, values, and habits
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While many regard culture as a national or
multi-national variable, it also includes
subgroups based on “gender, ethnicity,
religion, cohort or generation, historical
period, profession, social class, and
country of origin” (Kitayama & Markus, 1995, p. 368)
What role does culture play in risk
perception and behavior?
Norms, values, and practices influence how
individuals process information and make
decisions
 Actions become embedded in the culture, acting
to either reinforce or transform the culture
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Cultural
Norms/values
Cognitive
processes
e.g. Kitayama and Markus, 1995
Actions/Inactions
Grid/group analysis
Individualist/Market
(Degree of equality)
Autonomy 
Sect/Enclave
Isolate
Hierarchy/Bureaucracy
Incorporation 
(Extent of social networks)
Douglas and Wildavsky, 1982; Douglas, 1992
Main cultural factors
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Trust
– In science, government, and responsible agency
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Self-efficacy
– How confident people feel in their ability to handle
ordinary life as well as extreme events
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Social incorporation
– Extent of social networks
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Social autonomy
– Degree of freedom to fill any
social role
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Time orientation
– Focus on past, present, or future
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Proposed integrated model
Hazard information
Group Identities
Gender
Age
Values
Ethnicity
Socioeconomic
Etc.
Cultural Factors
Trust
Self-efficacy
Incorporation
Autonomy
Time orientation
Risk Perception
Behavior
Implications for mitigation
Education and information not likely to
change attitudes, values, and beliefs
 Risk managers must speak to these
attitudes, values, and beliefs
Diversity?
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– Which means that
managers must “know”
the people they are
responsible for protecting
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Case study: Tucson, AZ
Frequent heavy
downpours during
summer monsoon
season
 Many low water
crossings and roads
built to convey water
 Barricades, signs, and
even laws meant to
deter motorists often
fail
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Research design
Workshop with flood risk management
agencies in Tucson to share information
and gather input
 Surveys to Tucson residents to elicit
cultural factors and behavior during flash
floods (historical, typical, hypothetical)
 Multiple regression analysis to see which
cultural factors appear to have the highest
impact on behavior – and how
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Conclusion
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If cultural factors seem to influence risk
perception, socio-cultural contexts should
be considered in the development of
warnings as well as educational materials
Thank you!
Acknowledgements
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Guidance and academic support
– Drs. Katie Hirschboeck, Marv Waterstone, Stephanie
Fryberg, Eve Gruntfest
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Financial support
– For travel and conference fees
 Hazards Specialty Group, Dept. of Geography and Regional
Development (UA), Graduate and Professional Student
Association (UA)
– For research
 Climate Assessment of the Southwest (CLIMAS)
 Social and Behavioral Sciences Research Institute (SBSRI)