4: Risk Perception and Communication
This chapter explains how people perceive the risks of environmental hazards and the actions they can take to protect themselves from those hazards. Addressing such perceptions is the most common way for emergency managers to change the behavior of those at risk from long-term threats or imminent impacts of disasters. This chapter describes the Protective Action Decision Model , which summarizes findings from studies of household response to disasters, and concludes with recommendations for risk communication during the continuing hazard phase, escalating crises, and emergency response.