Insights into the Effects of Cognitive Factors and Risk Attitudes on Fire Risk Mitigation Behavior

Insights into fire risk mitigation behavior are crucial for developing a public-private integrated fire-resistant management strategy that motivates contribution from households to fire risk reduction. This research focus on the effects of both cognitive factors and risk attitudes on fire mitigation behavior. Two cognitive factors are considered: threat appraisal and coping appraisal in the Protection Motivation Theory framework. In particular, the independent influence of the six components of threat appraisal (perceived probability, perceived severity, and fear emotions) and coping appraisal (response efficacy, self-efficacy, and response cost) on fire risk mitigation behavior are examined. Three different types of fire risk mitigation behavior: maintenance and cautions, structural building measures, and fire insurance policy are considered. This study presents the data of a field survey among three ancient Chinese complexes. Results indicate that coping appraisal and risk attitudes are important variables in terms of risk mitigation behavior. In particular, response efficacy and risk attitudes significantly contribute to the models that explain fire risk mitigation behavior. These findings suggest that the effectiveness of risk mitigation measures should be focused on risk communication, and risk attitudes should be emphasized in estimating fire insurance demand.