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Cultural psychology and hazards research An integrated model for risk perception and warning response behavior Ashley Coles University of Arizona Outline Background literature and theoretical framework – – – – Photo: http://www.foe.co.uk Risk perception research Cultural psychology Grid/group analysis An integrated model Case study: Flash floods in Tucson, AZ Risk perception research Typical approaches 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 Photo: http://www.glassbird.com What is culture? A way of life learned from and shared by a social unit – Attitudes, beliefs, values, and habits 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 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 Trust – In science, government, and responsible agency Self-efficacy – How confident people feel in their ability to handle ordinary life as well as extreme events Social incorporation – Extent of social networks Social autonomy – Degree of freedom to fill any social role Time orientation – Focus on past, present, or future Photo: http://rfcd.pima.gov/alertsys 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? – Which means that managers must “know” the people they are responsible for protecting Photo: http://www.sonoma.edu 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 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 Conclusion 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 Guidance and academic support – Drs. Katie Hirschboeck, Marv Waterstone, Stephanie Fryberg, Eve Gruntfest 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)