Psychological Perspectives on

Public Perceptions of Sea Level Rise

Poornima Madhavan, Ph.D.

Associate Professor

Department of Psychology

Old Dominion University

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?

ABC model of behavior change:

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

Research Questions1. 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?

• 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

1. How do people perceive the risks of CC/SLR?

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

Chronic Anxiety

Unconscious DenialGratification through material acquisition

Haves vs. Have-nots

Green ConsumerismMore thoughtful, but without major lifestyle changes

Heightened ConsciousnessLifestyle changes, stimulate change in others

Zone effect

3. How do people adapt to & cope with the perceived threat & unfolding impact of CC/SLR ?

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

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

Better Communication?+ Tangible Adaptation Measures

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

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THANK YOU

Poornima Madhavan

pmadhava@odu.edu