Cultural psychology and hazards research

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 • Risk perception research • Cultural psychology • Grid/group analysis • An integrated model • Case study: Flash floods in Tucson, AZ Photo: http://www.foe.co.uk

3. Risk perception researchTypical 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

4. 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)

5. 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 Actions/Inactions e.g. Kitayama and Markus, 1995

6. Grid/group analysis Individualist/Market Sect/Enclave Autonomy  (Degree of equality) Hierarchy/Bureaucracy Isolate Incorporation (Extent of social networks) Douglas and Wildavsky, 1982; Douglas, 1992

7. 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

8. Proposed integrated model Hazard information Group IdentitiesCultural Factors Gender Trust Age Self-efficacy Ethnicity Incorporation Socioeconomic Autonomy Etc. Time orientation Values Risk Perception Behavior

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

10. 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

11. 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

12. 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!

13. 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)