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ABSTRACT
To examine the effects of local versus global message framing concerning climate change, data were gathered from 114 undergraduate students at a Southern US coastal university. The experiment accounted for participants' perceived attachment to their environments (place attachment) to observe whether it related to increased engagement and risk perceptions. Messages were most effective in eliciting environmental action when local effects of climate change were emphasized. Those reporting more connection to their local environments perceived more risks and intended more mitigating actions. The results may assist practitioners, researchers, and decision makers in developing more effective approaches to climate change mitigation.
Acknowledgments
I would like to thank the LSU Media Effects Lab for providing space and participants for this study. I would also like to thank Editage for its feedback on this manuscript.
Note
Notes
1. The web addresses for the stimuli are:
| (a) | Local framing: http://www.youtube.com/watch?v = ITzXlkvDDS4 | ||||
| (b) | Global framing: http://www.youtube.com/watch?v = ITzXlkvDDS4 | ||||
| (c) | Control condition: http://www.youtube.com/watch?v = AODyA8wDTmI | ||||