Risk Communication, UV Index, and Calls to Action

Transcription

1 Preview of Presentation, UV Index, and Calls to Action David B. Buller, PhD Klein Buendel, Inc. Overview of. Relevant principles of. Implications of for the UV Index. Objectives of 1. Provide the knowledge needed for informed decision-making about risks. 2. Build trust among stakeholders. 3. Engaging stakeholders in dialogue aimed at resolving disputes and reaching consensus. EPA s Cardinal Rules of 1. Accept and involve stakeholders as partners 2. Listen to people 3. Be truthful, honest, frank, and open 4. Coordinate, collaborate, and partner with credible sources Source: Covello,

2 EPA s Cardinal Rules of (continued) 5. Meet the needs of the media 6. Communicate clearly and with compassion Environmental Risk (UV) Risk Perception (Skin Damage) Risk-reducing Behavior (Sun Protection) 7. Plan thoroughly and carefully Source: Covello, 2003 Risk Perception Outrage Factors Risk Perception Visual Cues & Descriptors Involuntary Under control of others Unfamiliar Unfair, immoral, or unethical High catastrophic potential Poorly understood or uncertain Delayed effects Unclear or questionable benefits. Source: Covello & Sandman, 2001 Risks to children and future generations Dread Identifiable victims Untrustworthy sources Great media attention Irreversible Personal stake Human rather than natural origin Consider numeracy and graph literacy. Descriptive terms help people who are unfamiliar with mean of numbers. - Increases likelihood of using numeric information in risk perceptions and decision making. - Helps audience derive affective meaning from numbers. Source: Trevena et al.,

3 Risk Perception Visual Cues & Descriptors Visual cues can help overcome biases in interpretation of numbers. - Only convey gist, not verbatim knowledge. Environmental Risk (UV) Risk Perception (Skin Damage) Risk-reducing Behavior (Sun Protection) Source: Trevena et al., 2013 Motivating Risk-reducing Behavior 1. Risk is perceived as severe and likely to occur. 2. Recommended behavior will be effective at reducing risk. 3. Individual believes that he or she is capable of performing in the risk-reducing behavior so that it reduces risk. - Protection Motivation Theory and Extended Parallel Processing Model. Facilitators & Barriers to Facilitators - Social trust perceived shared values with source. - Clarity - Certainty Barriers - Affect heuristic emotions override analytical reasoning. - Overconfidence and unrealistic optimism - Defensive reactions 3

4 Objectives of the UV Index 1. Create Risk Perception Indicate the level of UV radiation. Communicate the potential for skin damage. 2. Motivate Risk-reducing Behavior Provide call to action for sun protection. Is There Outrage? Low Risk Perception Voluntary, controllable sun exposure Familiar Low catastrophic potential Moderately well-understood Desirable benefits of sun exposure Low (?) media attention Natural origin High Risk Perception Delayed effects Risks of exposure to children Identifiable victims Trustworthy sources Irreversible (?) Personal stake (?) Visuals & Descriptors Continue to use numbers, text descriptors, and colors. - Many audience members have low numeracy. Be careful using graph of daily UV Index. - People can have low graph literacy. Tailoring Risk Information Tailoring risk information may improve audience decision making. - Need to avoid creating defensiveness. Tailoring may improve relevance & certainty. - UV level location & time - Skin type - Duration of exposure - Weather 4

5 Two-level Prompt Two-level Prompts Advantages: - Clear indication when risk is sufficient to require action. - Simple call to action for audience and media stakeholders. Disadvantages Makes the majority of the UV Index less relevant. High numbers indicate higher degree of risk. - High risk does not necessary produce more motivation. Lack of effective risk-reducing behaviors at higher UV levels may cause defensive reactions. Taking protective action may undermine higher risk perceptions at higher UV Index. Three-level Prompt Three-level Prompt Advantages Provides effective risk-reducing behavior at more UV intensity levels. Makes higher risk levels more actionable and therefore relevant and potentially motivational. Disadvantages More complicated risk-reducing behavior. - May need to focus more on the new actions at high UV levels. Inability to stay indoors or use shade may reduce selfefficacy to perform behavior and lack of protective action. 5

6 Thank You David B. Buller, PhD 6