2007 Volume 23 Issue 2 Pages 140-151
We examined the inconsistency between risk-aversive attitude and behavior, which may be generated by a temporal trap. We hypothesized the two processes involved in risk-related behavior in a natural disaster : a situation-oriented process, which may result in risk behavior, and a goal-oriented process, which is more likely to elicit risk-averse behavior. Based on survey data from 239 undergraduate students, our results confirm that the images associated with risk behavior and the descriptive norm were determinants of the situation-oriented process. On the other hand, risk perception, a risk-aversive attitude, and injunctive norm were determinants of the goal-oriented process. Our model suggests that risk-averse behavior may be inhibited or promoted depending upon which influence is the more salient, the situation-oriented process or the goal-oriented process. Implications for dual processes on risk-related behavior in a natural disaster are also discussed.
