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Climate Change Perception and Action: A Psychological Analysis

Explore public perceptions of sea level rise, psychological impacts, and barriers to action in the face of climate change. Investigate adaptation strategies and communication methods to promote environmental resiliency.

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Climate Change Perception and Action: A Psychological Analysis

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  1. Psychological Perspectives on Public Perceptions of Sea Level Rise Poornima Madhavan, Ph.D. Associate Professor Department of Psychology Old Dominion University

  2. The Overarching Issue • Climate change (anthropogenic) -> rise in global sea levels (IPCC, 2007) • Public does not feel a personal connection to the issue – despite being ‘aware’ of climate change/sea level rise (CC/SLR) (Leiserowitz, 2007, Pew Center, 2009) • Since 2009, sig. decline in Americans’ beliefs, risk perceptions, trust in messengers of CC (Leiserowitz et al, 2010) • Norfolk, VA - Second only to New Orleans – most vulnerable in the US to SLR (land subsidence + SLR) (Karl, et al, 2009, Boone et al, 2010) • Why are communications on CC/SLR failing to get public attention? • What can be done to create sense of urgency required for public discourse & action? • How can we encourage development of public support for policies that lead to environmental resiliency?

  3. ABC model of behavior change:

  4. Norfolk Case Study (funded by ODU)(co-investigators: Drs. Maura Hametz, Cynthia Tomovic, Leona Tam) Completed; URBAN emphasis Telephone survey of a representative sample – land lines purchased from Marketing Systems Group 600 completed interviews 15 min surveys Four storm surge zones defined by VA DEM (1 = highest risk for flooding; 4 = lowest risk for flooding) Impact on urban life Eastern Shore Case Study (funded by NOAA) • Ongoing; RURAL emphasis • Telephone survey of a representative sample • 100 completed interviews (at least) • 15 min surveys • Impact on aquaculture, watermen

  5. Research Questions 1. How do people perceive the risks associated with CC/SLR? (beliefs) 2. What are the psychosocial impacts of CC/SLR? (beliefs) 3. How do people adapt to & cope with perceived threat & unfolding impacts of CC/SLR? (consequences) 4. What psychological barriers limit CC/SLR action? (consequences) 5. How can social science assist in adapting to CC/SLR?

  6. 1. How do people perceive therisksof CC/SLR? • Affect (or, emotions) 1. “Finite pool of worry” effect – existence of other classes of “risks” – economic climate doesn’t help! – zone effect ( 3&4) 2. “Spread of affect” effect – translation of one risk to another – zone effect (1&2) • Experiences – moderate emotional reactions • Social identity/identification with sub-cultural groups • shifting population problem • Familiarity – inversely proportionate to perceived riskiness! • Gender – women more concerned

  7. 2. What are the psychosocial impacts of CC/SLR? • Mental health issues – loss, depression, anxiety, drug & alcohol abuse, elevated risk of child abuse – greater vulnerability for preexisting mental health conditions – Hurricane Katrina effect • Stress & emotional issues – phases – disbelief, shock, denial, outrage – altruistic feelings -> disillusionment, anger & disappointment (can last years) –zone effect (1&2) • – disruption of social support networks lasting decades – mediated by socioeconomic conditions • Numbness, apathy, guilt – “eco guilt” – messages aimed at inducing guilt (“guilt appeals”) – environmentalist effect

  8. 3. How do people adapt to & cope with the perceived threat & unfolding impact of CC/SLR ? Chronic Anxiety Zone effect Unconscious Denial Gratification through material acquisition Haves vs. Have-nots Green Consumerism More thoughtful, but without major lifestyle changes Heightened Consciousness Lifestyle changes, stimulate change in others

  9. 4. What psychological barriers limit CC/SLR action ? • Ignorance – not of the problem, but of solutions – communication issue? • Mistrust & reactance – scientists OR government; change involves a cost • PLACE ATTACHMENT – geographical mobility, social identity – controversial topic in Tidewater region • PERCEIVED BEHAVIORAL CONTROL – learned helplessness - communication issue? • TOKENISM – tend to favor easy/low-cost solutions even if they have less value

  10. 5. How can social science assist in adapting to CC/SLR?

  11. Better Communication?+ Tangible Adaptation Measures

  12. Next Steps • Consumer/customer orientation • Behavioral goals – actionable steps phased over time • Intervention & marketing “mix” – (i) seminars, (ii) listening sessions, (iii) recreational education techniques, (iv) mock adaptation exercises • Audience segmentation– varying techniques according to special needs – e.g., storm surge zone • Insight – details about consumer experiences • Exchange – what is the “real cost”? • Competition – balance factors that might compete – e.g., economic concerns vs. recreation – “crane vs. crane” problem +

  13. THANK YOU Poornima Madhavan pmadhava@odu.edu

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