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. Private risk reduction behaviours can significantly reduce thenegative impacts of flooding and flash floods. Over the past decades,researchers have used various socio-cognitive models or threat and copingmechanisms to explain individual protective behaviours. However, thesemodels ignore the fact that people are not equally ready to act upon a danger, andthey (the models) give limited insights into the effectiveness of communicationstrategies to foster risk reduction behaviours. Therefore, we explored thecurrent state of homeowners' readiness to undertake risk reductionbehaviours in flood risk areas by applying a dynamic protection motivationframework. We conducted a survey in an Italian municipality that experiencedsevere flash flooding in September 2018. The results show that people aremotivated by different factors in prompting risk reduction behaviour basedon their chosen types of protective measures. For example, people that undertookstructural or avoidance measures are more likely to be motivated to protectthemselves by increased perceptions of vulnerability and response efficacyand are less worried about expected flood losses compared to people thatundertook only basic emergency measures. In this paper, we argue how thesenew insights contribute to targeting flood risk communication strategies togroups of individuals characterized by different readiness stages andmotivations to protect themselves.

A flood-risk-oriented, dynamic protection motivation framework to explain risk reduction behaviours