de Boer Joop, Botzen W J Wouter, Terpstra Teun
Institute for Environmental Studies, VU University Amsterdam, the Netherlands.
Risk Anal. 2014 Feb;34(2):309-22. doi: 10.1111/risa.12091. Epub 2013 Jul 8.
This article proposes an approach to flood risk communication that gives particular emphasis to the distinction between prevention and promotion motivation. According to E. Tory Higgins, the promotion system and the prevention system are assumed to coexist in every person, but one or the other may be temporarily or chronically more accessible. These insights have far-reaching implications for our understanding of people's reasoning about risks. Flood risk communication framed in terms of prevention involves the notions of chance and harm, woven into a story about particular events that necessitate decisions to be more careful about safety issues and protect one's family and oneself from danger. The article describes how the insights worked out in practice, using a flood risk communication experiment among a sample from the general population in a highly populated river delta of the Netherlands. It had a posttest-only control group design (n = 2,302). The results showed that risk communication had a large effect on the participants' responses and that this effect was higher among chronic prevention-focused people than among others. Any information that increased the fit between a prevention-framed message and a person's chronic prevention motivation produced stronger situationally induced, prevention-focused responses. This may significantly improve communication about risks. In contrast, the notion of water city projects, featuring waterside living, had more appeal to promotion-focused people.
本文提出了一种洪水风险沟通方法，特别强调预防动机与促进动机之间的区别。根据E. 托里·希金斯的观点，促进系统和预防系统被认为在每个人身上同时存在，但其中一个可能暂时或长期更容易被激活。这些见解对我们理解人们对风险的推理具有深远影响。以预防为框架的洪水风险沟通涉及可能性和危害的概念，并融入到一个关于特定事件的故事中，这些事件需要人们做出决定，更加谨慎地对待安全问题，并保护自己的家人和自己免受危险。本文描述了这些见解在实践中的应用方式，通过在荷兰人口密集的三角洲地区对普通人群样本进行的洪水风险沟通实验来进行说明。该实验采用了仅后测控制组设计（n = 2302）。结果表明，风险沟通对参与者的反应有很大影响，并且这种影响在长期以预防为重点的人群中比在其他人群中更大。任何增加以预防为框架的信息与个人长期预防动机之间契合度的信息，都会产生更强的情境诱导的、以预防为重点的反应。这可能会显著改善关于风险的沟通。相比之下，以水边生活为特色的水城项目概念对以促进为重点的人群更有吸引力。
