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

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dc.contributor.authorOakley, Matthew
dc.contributor.authorHimmelweit, Sam Mohun
dc.contributor.authorLeinster, Paul
dc.contributor.authorRivas Casado, Monica
dc.date.accessioned2020-06-29T11:25:22Z
dc.date.available2020-06-29T11:25:22Z
dc.date.issued2020-06-28
dc.description.abstractDespite 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.identifier.citationOakley 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, June 2020, Article number 1848en_UK
dc.identifier.issn2073-4441
dc.identifier.urihttps://doi.org/10.3390/w12071848
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/15515
dc.language.isoenen_UK
dc.publisherMDPIen_UK
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectrisken_UK
dc.subjectcommunicationen_UK
dc.subjectproperty flood resilienceen_UK
dc.subjectprotection motivation theoryen_UK
dc.subjectfloodingen_UK
dc.titleProtection motivation theory: a proposed theoretical extension and moving beyond rationality—the case of floodingen_UK
dc.typeArticleen_UK

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