Bringing the Heat Home: Television Spots about Local Impacts Reduce Global Warming Denialism

ABSTRACT

Efforts to educate the general public about global warming and the potential policy solutions that could mitigate its effects have relied on the diffusion of facts. But, cognitive scientists have documented that psychologically distant events like global warming elicit less concern and motivation to act relative to immediate, proximal and certain events. This paper documents a quasi-experiment that tested the effect on attitudes of a television campaign that emphasized the temporally, geographically and socially proximal impacts of global warming on the ecosystems and business activity of a historically conservative area of the United States. The campaign aired on one cable provider. Subscribers of that and of competing providers in the same zip-codes were polled after the campaign. Respondents exposed to the campaign were more likely to believe that global warming is happening, to accept the scientific consensus, to be more concerned about impacts and more supportive of policy solutions.