Shark Awareness Day: FSU expert explains why beachgoers misjudge ocean risks

Shark Awareness Day, observed every year on July 14, encourages a better understanding of sharks and the important role they play in healthy marine ecosystems.

Summer fears often focus on shark attacks instead of far more common dangers such as rip currents, extreme heat or even dehydration. On average, shark attacks cause one to two fatalities nationally per year, while rip currents result in more than 100 annual deaths and heat-related illnesses contribute to nearly 2,400 deaths each year, according to 2023 data from the National Center for Biotechnology Information.

Florida State University Associate Professor of Psychology David March studies threat perception, or how people judge and respond to danger. He leads the March Research Laboratory that examines how automatic and deliberate thinking shape perception, decision making and behavior. March says people naturally process dramatic events such as shark attacks differently than more common but less visible dangers, shaping how they think about risk before they ever step onto the beach.

“There is an evolved bias toward acute, identifiable physical threats,” March said. “A shark is a clear and imaginable agent of harm. It has teeth, movement, intentional behavior and the capacity to cause immediate bodily harm. In contrast, rip currents and dehydration are more diffuse, gradual and harder to visualize as ‘attackers.’ They do not fit the evolved threat prototype, even though they may be more dangerous in practical terms.”

That imbalance, March said, is especially clear among beachgoers who may understand the ocean more as a place of recreation than as a changing natural environment with less visible risks.

“Threat perception is not simply a response to objective danger. It is shaped by experience, attention, cultural messages and how easily a threat can be imagined,” March added. “For tourists, the beach may feel generally safe and recreational, while the most emotionally available danger is the shark. The result is misallocated fear, leading to vigilance toward the wrong threat and underpreparedness for the risks most likely to cause harm.”

Media interested in interviewing associate professor of psychology David March about the misplaced summer fears of shark attacks may reach out to him via email at march@psy.fsu.edu.

Statistics show shark attacks are rare, yet rip currents and extreme heat claim far more lives. Why do so many people worry more about sharks at the beach?

Sensationalized news coverage contributes to an overperception of how often shark attacks occur. This reflects the availability heuristic: because shark attacks are dramatic and widely reported, examples of them come to mind easily, which makes them feel more common than they actually are. In contrast, dangers like rip currents or dehydration may be statistically more frequent, but they are less likely to receive the same kind of vivid media attention.

This availability effect is paired with the especially vivid and emotionally intense nature of shark attacks. The idea of being attacked by a large predator is easy to imagine, visually graphic, and associated with fear and pain. Those affective reactions can make the risk feel more immediate and serious, even when the actual probability is low. As a result, when someone is at the beach, they may become more vigilant about signs of sharks than about less dramatic but more likely dangers.

Together, media sensationalism, availability, vivid affect, and evolved sensitivity to acute predators prepare us to overperceive the risk of shark attacks, leading to greater concern that is oversized relative to the actual danger. This is especially the case when we are at the place where such a threat may occur.

One behavioral data point suggests that a large portion of rip current fatality victims are out-of-state tourists — many who visit beaches more for leisure. How much does mindset play a role in these types of fatalities, and how does this tie into threat perception overall?

Experience likely plays an important role because it shapes both how people approach the beach and which threats they know how to recognize. Tourists with less regular beach exposure may see the beach primarily as a leisure setting rather than a dynamic natural environment with changing surf, currents, heat and other hazards. They also have fewer ordinary, uneventful beach experiences to counter the cultural narrative that sharks are the major ocean danger. At the same time, they may be less familiar with rip currents, less likely to recognize their warning signs, and less likely to have encountered public messaging that treats them as a serious threat. This stacks the deck toward underperceiving common but less vivid dangers while overperceiving dramatic but rare ones.”