1. Cultural psychology and hazards research An integrated model for risk perception and warning response behavior Ashley Coles University of Arizona

2. Outline Background literature and theoretical framework Background literature and theoretical framework –Risk perception research –Cultural psychology –An integrated model Case study: Flash floods in Tucson, AZ Case study: Flash floods in Tucson, AZ Photo: http://www.foe.co.uk

3. Risk perception research Typical approaches There is an appropriate response, anything else is irrational There is an appropriate response, anything else is irrational Behavior as a result of psychological (dys?)function Behavior as a result of psychological (dys?)function Behavior as a result of human nature Behavior as a result of human nature More recently and frequently, studies are beginning to account for the effects of cultural and social contexts More recently and frequently, studies are beginning to account for the effects of cultural and social contexts Photo: http://www.glassbird.com

4. What is culture? A way of life learned from and shared by a social unit 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) 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)

5. What role does culture play in risk perception and behavior? Norms, values, and practices influence how individuals process information and make decisions 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 Actions become embedded in the culture, acting to either reinforce or transform the culture Cognitive processes Cultural Norms/values Actions/Inactions e.g. Kitayama and Markus, 1995

6. Main cultural factors Trust Trust –In science, government, and responsible agency Self-efficacy Self-efficacy –How confident people feel in their ability to handle ordinary life as well as extreme events Social incorporation Social incorporation –Extent of social networks Social autonomy Social autonomy –Degree of freedom to fill any social role social role Time perspective Time perspective –Focus on past, present, or future Photo: http://rfcd.pima.gov/alertsys

7. Proposed integrated model Hazard information Group Identities Cultural Factors Gender Trust Age Self-efficacy Ethnicity Incorporation Socioeconomic Autonomy Etc. Time perspective Behavior Risk Perception Values

8. Implications for mitigation Education and information not likely to change attitudes, values, and beliefs Education and information not likely to change attitudes, values, and beliefs Risk managers must speak to these attitudes, values, and beliefs Risk managers must speak to these attitudes, values, and beliefs –Which means that managers must “know” managers must “know” the people they are the people they are responsible for protecting responsible for protecting Photo: http://www.sonoma.edu Diversity?

9. Case study: Tucson, AZ Frequent heavy downpours during summer monsoon season Frequent heavy downpours during summer monsoon season Many low water crossings and roads built to convey water Many low water crossings and roads built to convey water Barricades, signs, and even laws meant to deter motorists often fail Barricades, signs, and even laws meant to deter motorists often fail

10. Research design Workshop with flood risk management agencies in Tucson to share information and gather input 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) Surveys to Tucson residents to elicit cultural factors and behavior during flash floods (historical, typical, hypothetical) Multiple regression and factor analyses to see which cultural factors appear to have the highest impact on behavior – and how Multiple regression and factor analyses to see which cultural factors appear to have the highest impact on behavior – and how

11. 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 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!

12. Acknowledgements Guidance and academic support Guidance and academic support –Drs. Katie Hirschboeck, Marv Waterstone, Stephanie Fryberg, Eve Gruntfest Financial support 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) Spanish translation and other assistance Spanish translation and other assistance –Rolando Diaz, Abigail Sotelo, Dr. Sarah Moore, Susan Kaleita, Helen Yoon