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:
  • 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


  • English

Media Info

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

Subject/Index Terms

Filing Info

  • Accession Number: 01129605
  • Record Type: Publication
  • Files: TRIS
  • Created Date: May 27 2009 11:41AM