GlobalWarming’s“SixAmericas”.pdfVIP

Global Warming’s “Six Americas” An Audience Segmentation Anthony Leiserowitz, PhD Yale Project on Climate Change Edward Maibach, MPH, PhD Connie Roser-Renouf, PhD George Mason University Center for Climate Change Communication Table of Contents Executive Summary 3 Figure 7: Single Nation’s Impact on Global Warming 35 Overview 4 Figure 8: Self-Efficacy 35 Findings 6 Figure 9: Intention to Purchase CFLs 36 The Alarmed (19% ) 8 Figure 10: Intention to Purchase Fuel-Efficient Vehicles 36 The Concerned (22%) 10 Figure 11: Support for an International Treaty 37 The Cautious (20%) 12 Figure 12: Support for Gasoline Tax 37 The Unconcerned (12%) 14 Figure 13: Support for an Electricity Tax 38 The Doubtful (16%) 16 Figure 14: Support for Clean Energy Generation 38 The Dismissive (11%) 18 Appendix 39 Recommendations for Engaging the Six Audiences 20 Acknowledgements 42 Tables Figures 23 Table 1: Global Warming Beliefs of the Audience Segments 23 Table 2: Behavioral Intentions and Policy Preferences of the Audience Segments 24 Table 3: Demographics of the Audience Segments 25 Table 3 (continued): Demographics of the Audience Segments 26 Table 4: Political Orientation 27 Table 5: Values of Audience Segments 27 Table 6: General Media Use 28 Table 7: Newspaper Readership 29 Table 8: Viewing of TV News Programming 29 Table 9: Use of Websites