HIDING IN FLOODPLAIN SIGHT: HOW DOES FLOOD RISK INFORMATION AFFECT FLOOD RISK PERCEPTIONS AND MITIGATION BEHAVIORS?

Florida has 906,465 residential properties facing substantial flood risk, making it imperative to understand how the public may perceive and respond to this risk. Providing people with scientific information may not be enough to impact behavior and decrease losses from flood events. We show participants (n = 20) scientific flood risk graphics and ask behavioral questions to evaluate responses based on the rational actor paradigm (RAP), psychometric paradigm, and cultural theory. We find results consistent with the RAP in 48% of cases, primarily in low risk scenarios. Participants from high income households are more likely to make rational decisions (80%) than those from low income households (~37%). Feelings of dread potentially help explain 40% of deviations from the RAP, while trust in flood experts helps explain 85% of non-RAP cases. Future flood risk communication should incorporate dread and trust in experts into messaging considerations as rationality alone is insufficient.