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Abstract Traditional methods of healing have been beneficial in many countries with or without access to conventional allopathic medicine. In the United States, these traditional practices are increasingly being sought after for illnesses that cannot be easily treated by allopathic medicine. More and more people are becoming interested in the knowledge maintained by traditional healers and in the diversity of medicinal plants that flourish in areas like Northern Peru. While scientific studies of medicinal plants are underway, concern has arisen over the preservation of both the large diversity of medicinal plants and the traditional knowledge of healing methods that accompanies them. To promote further conservation work, this study attempted to document the sources of the most popular and rarest medicinal plants sold in the markets of Trujillo (Mayorista and Hermelinda) and Chiclayo (Modelo and Moshoqueque), as well as to create an inventory of the plants sold in these markets, which will serve as a basis for comparison with future inventories. Individual markets and market stalls were subjected to cluster analysis based on the diversity of the medicinal plants they carry. The results show that markets were grouped based on the presence of: (1) common exotic medicinal plants; (2) plants used by laypeople for self-medication related to common ailments ("everyday remedies"); (3) specialized medicinal plants used by curanderos or traditional healers; and (4) highly "specialized" plants used for magical purposes. The plant trade in the study areas seems to correspond well with the specific health care demands from clientele in those areas. The specific market patterns of plant diversity observed in the present study represent a foundation for comparative market research in Peru and elsewhere.

Over the lost several decades, billions of dollars have been spent in the USA to increase disaster readiness and response capacity. Virtually every poll and survey shows that the US public remains woefully underprepared. At the 2012 'Awareness to Action' workshop convened by the Federal Emergency Management Agency (FEMA) and the American Red Cross to examine the future of the long-standing 'Have a Kit. Make a Plan. Be Informed' preparedness campaign, FENIA Administrator Craig Fugate acknowledged that traditional efforts have not 'moved the preparedness needle'. The most frequently cited causes for lack of preparedness in the general public are consumer apathy, lack of time, lack of money and the lack of knowledge on how best to prepare. This paper explores the reliance on fear and threat-based messages (also referred to as fear appeals') to promote preparedness as a significant cause for this lack of preparation. It will look at the growing body of fear research, how fear and threat appeals are pervasive in emergency management, as well as their costs, unintended consequences and the other choices that can be made. The author asserts that by eliminating fear and threat-based messages, new messengers can share readiness as an accessible, empowering and valued pursuit for all communities -- entirely distinct from the disasters and threats that are faced. [ABSTRACT FROM AUTHOR]

Over the last several decades, billions of dollars have been spent in the USA to increase its disaster readiness and response capacity. Virtually every poll and survey shows that the US public remains woefully underprepared. At the 2012 'Awareness to Action' workshop convened by the Federal Emergency Management Agency (FEMA) and the American Red Cross to examine the future of the long-standing 'Have a Kit. Make a Plan. Be Informed' preparedness campaign, FEMA Administrator Craig Fugate acknowledged that traditional efforts have not 'moved the preparedness needle'. The most frequently cited causes for lack of preparedness in the general public are consumer apathy, lack of time, lack of money and the lack of knowledge on how best to prepare. This paper explores the reliance on fear- and threat-based messages (also referred to as 'fear appeals' to promote preparedness as a significant cause for this lack of preparation. It will look at the growing body of fear research, how fear and threat appeals are pervasive in emergency management, as well as its costs, unintended consequences and the other choices that can be made. The author asserts that by eliminating fear and threat-based messages, new messengers can share readiness as an accessible, empowering and valued pursuit for all communities — entirely distinct from the disasters and threats that people face. [ABSTRACT FROM AUTHOR]