Dr. Teun Terpstra from HKV Consultants presented research on how framing flood risks influences people's information needs. The study examined how different risk communication frames (climate change, safety, amenities) impacted participants' risk perceptions, affective responses, trust in authorities, and information needs. Participants completed a questionnaire assessing these factors for living in unprotected floodplains. Results from mediation analyses could help improve risk communication and address people's information needs.

1. You have been framed!
Effects of framing flood risks on
people’s information need
Dr. Teun Terpstra, HKV Consultants
terpstra@hkv.nl
FloodRisk2012, November 22, Rotterdam
www.hkv.nl

2. Set-up of presentation
• Introduction
– Background (Rotterdam “buitendijks”)
– Framing in risk communication
– Information need and its predictors
• Hypotheses
• Questionnaire
• Results (mediation analyses)
• Implications
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3. Old docks
Centrally located
No longer used for
shipping
Rotterdam
Attractive for
living working
and leisure Hamburg
Dordrecht
Outside embanked area
www.hkv.nl Vulnerable to flooding

4. Knowledge for Climate research project
Policy question
How do future inhabitants perceive the dual character of
these areas?
Research question
1. How does risk communication influence people’s risk
perceptions and their information needs?
2. What is the effect of risk framing?
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5. Framing
Framing in communication refers to
• an (un)intented focus
• on certain aspects of a situation or issue
• through systematic use of language and symbols
• which influence our thoughts, mental representations,
and interpretations
• resulting in a simplification of reality
Frames
• can be misleading (advertising, politics)
• help us to recognize and understand each other without
explaining continously what we are trying to say
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6. Hamburger
• 85% lean
• 15% fat
Netherlands
• Water safety
• Flood risk
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7. Focus on “Information need”
• See:
– Griffin et al. (1999, 2004, 2008),
www.hkv.nl – Ter Huurne (2008, 2009)

8. Focus on “Information need”
Cognitive responses
Risk
• Risk perception
Communication
• Trust in risk
Frames authorities
Fear appeal Information need
• predictor of information
Affective responses seeking behaviour
• Positive affect (active)
• Negative affect • reflects people’s
openness to further
communication
(passive)
See:
• Griffin et al. (1999, 2004, 2008),
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• Ter Huurne (2008, 2009)

9. Experimental questionnaire: design
Emphasis Fear appeal H1 H2 H3
Control group (bench mark) No information Low x
n=200
Frames:
1. Climate change Maximum x y z
• During high water levels n=400n=400
streets can be covered
with water.
• On average, such high 2. Safety Reduced x y
water levels occur once n=400 (reassurance)
in 10 years.
Basic fear appeal
3. Amenities Reduced x z
n=400 (distraction)
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10. Example: Climate change frame (max fear appeal)
Floods are part of life and may cause substantial damage. In
addition, the climate is changing, which will increase river
discharges and sea level rise. According to experts, the
Netherlands is insufficiently protected against the consequences
of climate change. As a result, flood risk in residential areas in
unprotected floodplains will increase in future.
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11. Questionnaire & Sample
• Questionnaire variables
1-7 rating scales
– Risk perception (2 items)
– Trust in flood risk management (5 items)
– Negative affect (4 items)
– Positive affect (4 items)
– Information need (5 items)
• TNS NIPO, Sample: N = 1457
– Frames: N > 400
– Control group: N>200
– Response rate 69%
• Analysis
– SPSS, Preacher & Hayes
mediation procedure
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12. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
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Cronbach alpha 0.96 0.94 0.93 0.94 0.64

13. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
www.hkv.nl
Cronbach alpha 0.96 0.94 0.93 0.94 0.64

14. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
www.hkv.nl
Cronbach alpha 0.96 0.94 0.93 0.94 0.64

15. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
www.hkv.nl
Cronbach alpha 0.96 0.94 0.93 0.94 0.64

16. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
www.hkv.nl
Cronbach alpha 0.96 0.94 0.93 0.94 0.64

17. 1 2 3 4 5
Positive affect. The idea of living in an unprotected neighborhood …
… gives me a happy feeling. 0.971
… gives me a cheerful feeling. 0.949
… gives me a good feeling. 0.934
… gives me a pleasant feeling. 0.932
Information need. To what extent would you need information about …
… the measures you could take to prevent flood damage to your possessions? 0.915
…. about the possibilities for evacuation in case of a flood threat? 0.908
… how serious flood damage could be? 0.906
… who is responsible for flood damage to your possessions? 0.897
… the chance of flooding in the years ahead? 0.87
Trust in flood management. To what extent do you trust that authorities will be able to
… give timely warnings to citizens in unprotected neighborhoods, so they can move their 0.909
car or take other protective measures?
… make accurate predictions about flood levels in unprotected neighborhoods? 0.888
… design and plan unprotected neighborhoods so that there will little are no risk of flood 0.875
damage to homes and possessions of dwellers?
… manage the flood risks in unprotected neighborhoods in the next 20 years? 0.861
… ensure that it will be safe for you (and your family) to live in an unprotected 0.853
neighborhood?
Negative affect. The idea of living in an unprotected neighborhood …
… gives me a restless feeling. 0.947
… gives me a worried feeling. 0.925
… gives me an unsafe feeling. 0.91
… gives me an anxious feeling. 0.904
Risk perceptions
Due to climate change and flood risks housing prices in unprotected areas will decrease in 0.852
the future
Due to climate change flood frequency and flood levels in unprotected city harbors will 0.838
increase
Eigen value 7.93 3.94 2.11 1.63 0.98
www.hkv.nl
Cronbach alpha 0.96 0.94 0.93 0.94 0.64

18. H1: independent of the frame,
risk communication causes fear appeal
resulting in higher information need,
All frames vs + Information
control group need
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19. H1: independent of the frame,
risk communication causes fear appeal,
resulting in higher information need.
Perceived Trust
a = -0. 73**
Positive affect
a = -0.57**
All frames vs + Information
control group need
a=1.34** b=0.17*
Negative affect
a=0.23* b=0.37**
Risk perception
Unstandardized regression coefficients
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*p<.01, **p<.001

20. H2: compared to emphasis on climate change,
emphasis on safety reassures people,
resulting in lower information need.
Perceived Trust
Positive affect
Climate change _ Information
vs Safety need
b=0.26**
Negative affect
a=-0.11* b=0.35**
Risk perception
Unstandardized regression coefficients
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*p<.01, **p<.001

21. H3: compared to emphasis on climate change,
emphasis on amenities distracts attention from the threat,
resulting in lower information need
Perceived Trust
Positive affect
a = 0.26**
Climate change _ Information
vs Amenties need
a=-0.21** b=0.26**
Negative affect
a=-0.11* b=0.35**
Risk perception
Unstandardized regression coefficients
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*p<.01, **p<.001

22. Conclusions
• H1:
– risk communication increases information need
– Effects are mediated by classic fear appeal variables (risk
perception and negative affect)
• H2/3:
– Fear appeal is somewhat reduced when focusing on safety
or amenities
– Large portion of fear appeal effect remains intact
• Implications:
– Theoretical: Trust and Positive affect are influenced by
communication, but do not mediate the framing effects on
information need
– Practical: risk communication stimulates citizens’ openness
to further risk communication, even when information
stresses safety and amenities
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