Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.

<h4>Background</h4>Achieving national reductions in greenhouse gas emissions will require public support for climate and energy policies and changes in population behaviors. Audience segmentation--a process of identifying coherent groups within a population--can be used to improve the ef...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Edward W Maibach, Anthony Leiserowitz, Connie Roser-Renouf, C K Mertz
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2011
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/36a723d5ccef42ca8a64c01a5d353075
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:36a723d5ccef42ca8a64c01a5d353075
record_format	dspace
spelling	oai:doaj.org-article:36a723d5ccef42ca8a64c01a5d3530752021-11-18T06:57:28ZIdentifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.1932-620310.1371/journal.pone.0017571https://doaj.org/article/36a723d5ccef42ca8a64c01a5d3530752011-03-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/21423743/?tool=EBIhttps://doaj.org/toc/1932-6203<h4>Background</h4>Achieving national reductions in greenhouse gas emissions will require public support for climate and energy policies and changes in population behaviors. Audience segmentation--a process of identifying coherent groups within a population--can be used to improve the effectiveness of public engagement campaigns.<h4>Methodology/principal findings</h4>In Fall 2008, we conducted a nationally representative survey of American adults (n = 2,164) to identify audience segments for global warming public engagement campaigns. By subjecting multiple measures of global warming beliefs, behaviors, policy preferences, and issue engagement to latent class analysis, we identified six distinct segments ranging in size from 7 to 33% of the population. These six segments formed a continuum, from a segment of people who were highly worried, involved and supportive of policy responses (18%), to a segment of people who were completely unconcerned and strongly opposed to policy responses (7%). Three of the segments (totaling 70%) were to varying degrees concerned about global warming and supportive of policy responses, two (totaling 18%) were unsupportive, and one was largely disengaged (12%), having paid little attention to the issue. Certain behaviors and policy preferences varied greatly across these audiences, while others did not. Using discriminant analysis, we subsequently developed 36-item and 15-item instruments that can be used to categorize respondents with 91% and 84% accuracy, respectively.<h4>Conclusions/significance</h4>In late 2008, Americans supported a broad range of policies and personal actions to reduce global warming, although there was wide variation among the six identified audiences. To enhance the impact of campaigns, government agencies, non-profit organizations, and businesses seeking to engage the public can selectively target one or more of these audiences rather than address an undifferentiated general population. Our screening instruments are available to assist in that process.Edward W MaibachAnthony LeiserowitzConnie Roser-RenoufC K MertzPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 6, Iss 3, p e17571 (2011)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Edward W Maibach Anthony Leiserowitz Connie Roser-Renouf C K Mertz Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
description	<h4>Background</h4>Achieving national reductions in greenhouse gas emissions will require public support for climate and energy policies and changes in population behaviors. Audience segmentation--a process of identifying coherent groups within a population--can be used to improve the effectiveness of public engagement campaigns.<h4>Methodology/principal findings</h4>In Fall 2008, we conducted a nationally representative survey of American adults (n = 2,164) to identify audience segments for global warming public engagement campaigns. By subjecting multiple measures of global warming beliefs, behaviors, policy preferences, and issue engagement to latent class analysis, we identified six distinct segments ranging in size from 7 to 33% of the population. These six segments formed a continuum, from a segment of people who were highly worried, involved and supportive of policy responses (18%), to a segment of people who were completely unconcerned and strongly opposed to policy responses (7%). Three of the segments (totaling 70%) were to varying degrees concerned about global warming and supportive of policy responses, two (totaling 18%) were unsupportive, and one was largely disengaged (12%), having paid little attention to the issue. Certain behaviors and policy preferences varied greatly across these audiences, while others did not. Using discriminant analysis, we subsequently developed 36-item and 15-item instruments that can be used to categorize respondents with 91% and 84% accuracy, respectively.<h4>Conclusions/significance</h4>In late 2008, Americans supported a broad range of policies and personal actions to reduce global warming, although there was wide variation among the six identified audiences. To enhance the impact of campaigns, government agencies, non-profit organizations, and businesses seeking to engage the public can selectively target one or more of these audiences rather than address an undifferentiated general population. Our screening instruments are available to assist in that process.
format	article
author	Edward W Maibach Anthony Leiserowitz Connie Roser-Renouf C K Mertz
author_facet	Edward W Maibach Anthony Leiserowitz Connie Roser-Renouf C K Mertz
author_sort	Edward W Maibach
title	Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
title_short	Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
title_full	Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
title_fullStr	Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
title_full_unstemmed	Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
title_sort	identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.
publisher	Public Library of Science (PLoS)
publishDate	2011
url	https://doaj.org/article/36a723d5ccef42ca8a64c01a5d353075
work_keys_str_mv	AT edwardwmaibach identifyinglikemindedaudiencesforglobalwarmingpublicengagementcampaignsanaudiencesegmentationanalysisandtooldevelopment AT anthonyleiserowitz identifyinglikemindedaudiencesforglobalwarmingpublicengagementcampaignsanaudiencesegmentationanalysisandtooldevelopment AT connieroserrenouf identifyinglikemindedaudiencesforglobalwarmingpublicengagementcampaignsanaudiencesegmentationanalysisandtooldevelopment AT ckmertz identifyinglikemindedaudiencesforglobalwarmingpublicengagementcampaignsanaudiencesegmentationanalysisandtooldevelopment
_version_	1718424159622529024

Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.

Ejemplares similares