Global Warming's Six Americas 2009: An Audience Segmentation Analysis

This report discusses six different categories of audience reaction to the possibility and existence of climate change. The audience types are labeled as: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. The audience types were surveyed as to their climate change beliefs, risk perception, values, attitudes, policy preferences, motivations, and barriers to action. Each audience, and their reaction to climate change, is described in the report. Attitudes, behavior, and demographics of each group are also presented, as are the results of the survey on all variables for which information was obtained.

• Record URL:
  https://cdn.americanprogress.org/wp-content/uploads/issues/2009/05/pdf/6americas.pdf
• 
• Corporate Authors:

  George Mason University

  Center for Climate Change Communication
  Fairfax, VA  United States  22030

  Yale University

  School of Forestry and Environmental Studies
  Yale Project on Climate Change
  New Haven, CT  United States 
• Authors:
  • Maibach, Edward
  • Roser-Renouf, Connie
  • Leiserowitz, Anthony
• Publication Date: 2009-5-20

Language

• English

Media Info

• Media Type: Web
• Features: Appendices; Figures; Tables;
• Pagination: 140p

Subject/Index Terms

• TRT Terms: Attitudes; Behavior; Climate change; Consumer preferences; Demographics; Global warming; Motivation; Surveys
• Uncontrolled Terms: Beliefs; Risk perception
• Subject Areas: Environment; Highways; Society; I15: Environment;

Filing Info

• Accession Number: 01129605
• Record Type: Publication
• Files: TRIS
• Created Date: May 29 2009 7:20AM