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Natural Hazards Natural hazards pose a growing threat to the residents of many countries. One way in which at-risk populations can protect themselves is through encouraging people to prepare in ways that reduce their risk and increase their capacity to cope and adapt should disaster happen. Psychologists can use their knowledge of social cognitive biases and persuasive communication theories to develop strategies to increase the likelihood that people will prepare. Have you ever received a message asking you to prepare for a natural hazard where you live? Did the message influence your behaviour in any way? If so, why is that? If not, why not? The chances are that, same as over 70-90% of people who receive hazard preparedness messages, the message did not influence your behaviour. That is, the communication did not persuade you to change attitudes or behaviour. Imagine you are a social psychologist and you have been asked to prepare a short report on how Receiver Characteristics need to be taken into account when developing persuasive communications. Specifically: a. define the following cognitive biases: normalization bias, unrealistic optimism bias, and risk compensation, b. discuss how each bias can reduce the effectiveness of a persuasive communication, and c. briefly discuss how you would present information to overcome each bias and create a persuasive message.
