Shifting Republican views on climate change through targeted advertising

Started by feeds, June 14, 2021, 09:29:12 AM

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Shifting Republican views on climate change through targeted advertising

Nature Climate Change, Published online: 14 June 2021; doi:10.1038/s41558-021-01070-1

Climate change communication is more likely to persuade when the message and the messenger resonate with the audience's values and identities. A campaign field experiment testing online messages tailored to US Republicans increased their climate change beliefs, risk perceptions and issue importance.

Source: Shifting Republican views on climate change through targeted advertising


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