What motivates individuals to protect themselves from risks: the case of wildland fires.

@article{Martin2007WhatMI,
  title={What motivates individuals to protect themselves from risks: the case of wildland fires.},
  author={Ingrid M. Martin and Holly Bender and Carol B. Raish},
  journal={Risk analysis : an official publication of the Society for Risk Analysis},
  year={2007},
  volume={27 4},
  pages={
          887-900
        }
}
This research investigates the cognitive perceptual process that homeowners go through when faced with the decision to protect themselves from the risk of wildfires. This decision can be examined by looking at the interaction between the integrated protection motivation theory-transtheoretical model and different levels of homeowners' subjective knowledge related to wildfire risks. We investigated the role of motivation, decision stages of risk readiness, and subjective knowledge on the number… CONTINUE READING
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