The pursuit of unhealthy behaviors, such as smoking or binge drinking, not only carries various downside risks, but also provides pleasure. A parsimonious model, used in the literature to explain the decision to pursue an unhealthy activity, represents that decision as a tradeoff between risks and benefits. We build on this literature by surveying a rural population in South Africa to elicit the perceived riskiness and the perceived pleasure for various risky activities and to examine how these perceptions relate to the pursuit of four specific unhealthy behaviors: frequent smoking, problem drinking, seatbelt nonuse, and risky sex. We show that perceived pleasure is a significant predictor for three of the behaviors and that perceived riskiness is a significant predictor for two of them. We also show that the correlation between the riskiness rating and behavior is significantly different from the correlation between the pleasure rating and behavior for three of the four behaviors. Finally, we show that the effect of pleasure is significantly greater than the effect of riskiness in determining drinking and risky sex, while the effects of pleasure and riskiness are not different from each other in determining smoking and seatbelt nonuse. We discuss how our findings can be used to inform the design of health promotion strategies.

Many conservation organizations have attempted to reduce local threats to protected areas (PAs) by providing environmental education programmes in neighbouring communities. There is a great need to understand the effectiveness of these programmes in promoting support for PAs and ultimately reducing threats to biodiversity. La Selva Biological Station, a private PA in Costa Rica, has become increasingly threatened by illegal hunting in the PA and deforestation and land degradation in surrounding areas. The Station has responded with several outreach projects including an annual free visiting day. This study used a survey instrument to evaluate the benefits of local residents visiting La Selva. Specifically, three questions were asked: (1) is there a difference in ecological knowledge of local residents among residents who have visited the Station and those that have not; (2) does an increase in knowledge relate to a perceived benefit from the PA; and (3) does recognition of a perceived benefit among local people result in fewer residents admitting to hunting or desiring to hunt in the PA? This study showed that those residents who had visited the station had a greater understanding of ecological concepts than those residents that had never been to the station, suggesting that such visits provided educational opportunities. Men also had greater ecological knowledge than women. Additionally, residents were more likely to value the PA if they had a greater knowledge of local ecology and conservation. Increased knowledge and recognition of perceived benefit however, do not necessarily translate into lifestyle changes that benefit conservation; no relationship was detected between residents who stated they benefited from the PA and those who said they did not have a desire to hunt, but younger respondents were more likely to express an interest in hunting than older respondents. The results presented here suggest that protected areas generally may benefit from visitation by local residents. However, further study is needed to determine if such outreach activities actually decrease local threats to conservation efforts, such as hunting.