Abstract. Increased intensity and frequency of extreme wildfires impose significant societal costs worldwide, affecting not only landowners’ properties but also society at large. Private landowner efforts to self-mitigate wildfire risks may become insufficient, as many benefits accrue as positive externalities to society, thus not entering sufficiently into private cost-benefit calculations. Economic incentives may potentially constitute one way to bridge this gap, by strengthening individual, hierarchy, and community rationalities, based on the Cultural Theory.