Protection Motivation Theory: A Proposed Theoretical Extension and Moving beyond Rationality—The Case of Flooding

Abstract

<jats:p>Despite the significant financial and non-financial costs of household flooding, and the availability of products that can reduce the risk or impact of flooding, relatively few consumers choose to adopt these products. To help explain this, we combine the existing theoretical literature with evidence from 20 one-to-one discussions and three workshops with key stakeholders, as well as five round tables, to draw practical evidence of actual responses to flood risk. This analysis leads us to propose an extension to Protection Motivation Theory (PMT), which more accurately captures the decision-making process of consumers by highlighting the role of ‘ownership appraisal’. We then assess the extent to which behavioral biases impact on this revised framework. By highlighting the interaction with an augmented model of PMT and behavioral biases, the paper sheds light on potential reasons behind the fact that consumers are unlikely to adopt property-level flood resilience measures and identifies strategies to increase flood protection. The Augmented PMT suggests that policymakers might focus on increasing the Ownership Appraisal element, both directly and by targeting the creation of more supportive social norms. The work presented here opens up a wide range of areas for future research in the field.</jats:p>

Why do Muslims engage in adaptive worship behavior during the pandemic? The role of protection motives and religiosity

“…Our second major finding stated that the motivation to protect oneself and others has a more significant effect on the intention to worship at home and subsequently leads to actual at-home worship behavior. Interestingly, we found strong support for the previous studies by McCaughey et al (2017) and Oakley et al (2020), stating that individuals must make a judgment regarding the threat before deciding whether they can successfully carry out any protective action, despite a stronger intention to do so, which subsequently has a more substantial effect on their actual behavior. Individual who can undertake an evaluation of the threats would proceed to the stage of evaluating their ability and capability to conduct corrective actions and thus change their current behavior.…”

A Mixed-Methods Investigation into Barriers for Sharing Geospatial and Resilience Flood Data in the UK

“…We suggest the development of improved communication strategies that (i) clearly convey the use of specific data sets to generate recommendations for flood resilience action and (ii) increase data value perceptions. We suggest that the principles of the Adaptive Protection Motivation Theory (APMT) are used [61]. The APMT takes into account different sources of behavioural bias to identify communication strategies that increase flood resilience protection.…”

“…The APMT takes into account different sources of behavioural bias to identify communication strategies that increase flood resilience protection. Results in [61] suggested that strategies are most effective when they accurately capture the decision-making process of end users.…”

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