Protection motivation theory: a proposed theoretical extension and moving beyond rationality—the case of flooding

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dc.contributor.author Oakley, Matthew
dc.contributor.author Himmelweit, Sam Mohun
dc.contributor.author Leinster, Paul
dc.contributor.author Rivas Casado, Mónica
dc.date.accessioned 2020-06-29T11:25:22Z
dc.date.available 2020-06-29T11:25:22Z
dc.date.issued 2020-06-28
dc.identifier.citation Oakley M, Mohun Himmelweit S, Leinster P & Rivas Casado M (2020) Protection motivation theory: a proposed theoretical extension and moving beyond rationality—the case of flooding. Water, Volume 12, Issue 7, Article number 1848 en_UK
dc.identifier.issn 2073-4441
dc.identifier.uri https://doi.org/10.3390/w12071848
dc.identifier.uri http://dspace.lib.cranfield.ac.uk/handle/1826/15515
dc.description.abstract 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. en_UK
dc.language.iso en en_UK
dc.publisher MDPI en_UK
dc.rights Attribution 4.0 International *
dc.rights.uri http://creativecommons.org/licenses/by/4.0/ *
dc.subject risk en_UK
dc.subject communication en_UK
dc.subject property flood resilience en_UK
dc.subject protection motivation theory en_UK
dc.subject flooding en_UK
dc.title Protection motivation theory: a proposed theoretical extension and moving beyond rationality—the case of flooding en_UK
dc.type Article en_UK


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