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The Role of Hedonic Behavior in Reducing Perceived Risk.

Jayson S Jia¹, Jianmin Jia², Christopher K Hsee³

¹1 Faculty of Business and Economics, The University of Hong Kong.

Psychological Science

|November 25, 2016

Summary

Following the Ya'an earthquake, increased use of communication, functional, and hedonic mobile apps was observed. Engaging in hedonic activities significantly reduced perceived risk, suggesting a potential coping strategy for disaster recovery.

Keywords:

crisis management earthquake disaster recovery hedonic coping behavior mobile big data perceived risk

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Area of Science:

Disaster Psychology
Human Behavior Analysis
Digital Epidemiology

Background:

Understanding population responses to natural disasters is crucial for public health and psychological resilience.
Disasters significantly alter individual behavior, necessitating research into coping mechanisms.

Purpose of the Study:

To investigate how experiencing varying levels of earthquake intensity affects human behavior.
To determine the relationship between mobile phone usage patterns and perceived risk post-disaster.
To identify potential population-scale coping strategies for disaster recovery.

Main Methods:

Analysis of mobile phone data (apps, telecommunications, web usage) from 157,358 earthquake victims.
Integration of mobile data with a field survey (N=2,000) conducted one week post-earthquake.
Application of an instrumental-variable approach to establish causal links between behavior and perceived risk.

Main Results:

Higher earthquake intensity correlated with increased usage of communication, functional, and hedonic mobile applications.
Increased hedonic behavior (e.g., gaming, music) was found to significantly reduce individuals' perceived risk.
No significant reduction in perceived risk was associated with increased communication or functional app usage.

Conclusions:

Hedonic activities may serve as an effective, population-level coping and recovery mechanism following natural disasters.
Current risk management and policy considerations often overlook the role of hedonic behaviors in disaster resilience.
Digital data offers valuable insights into human behavior and psychological responses during and after crises.