Despite the significant financial and non-financial costs of household flooding, and the availability of products that can reduce the risk or impact of flooding, relatively few consumers choose to adopt these products. To help explain this, we combine the existing theoretical literature with evidence from 20 one-to-one discussions and three workshops with key stakeholders, as well as five round tables, to draw practical evidence of actual responses to flood risk. This analysis leads us to propose an extension to Protection Motivation Theory (PMT), which more accurately captures the decision-making process of consumers by highlighting the role of ‘ownership appraisal’. We then assess the extent to which behavioral biases impact on this revised framework. By highlighting the interaction with an augmented model of PMT and behavioral biases, the paper sheds light on potential reasons behind the fact that consumers are unlikely to adopt property-level flood resilience measures and identifies strategies to increase flood protection. The Augmented PMT suggests that policymakers might focus on increasing the Ownership Appraisal element, both directly and by targeting the creation of more supportive social norms. The work presented here opens up a wide range of areas for future research in the field.

中文翻译：

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保护动机理论：建议的理论扩展和超越理性——洪水案例

尽管家庭洪水会产生巨大的财务和非财务成本，并且可以降低洪水风险或影响的产品的可用性，但相对较少的消费者选择采用这些产品。为了帮助解释这一点，我们将现有理论文献与来自 20 次一对一讨论和与主要利益相关者的 3 次研讨会以及五次圆桌会议的证据相结合，以得出实际应对洪水风险的实际证据。这一分析使我们提出了保护动机理论 (PMT) 的扩展，该理论通过突出“所有权评估”的作用，更准确地捕捉了消费者的决策过程。然后我们评估行为偏见对这个修订后的框架的影响程度。通过强调与 PMT 和行为偏差的增强模型的相互作用，该论文阐明了消费者不太可能采取财产级防洪措施这一事实背后的潜在原因，并确定了加强防洪的策略。增强型 PMT 建议政策制定者可以直接或通过创建更具支持性的社会规范来专注于增加所有权评估元素。这里介绍的工作为该领域的未来研究开辟了广泛的领域。