How to market the reality of climate change more effectively.

Baldwin and Lammers perform several studies to show that conservative are positively affected by past but not by future-focused environmental comparisons. In one of the studies, for example, subjects were shown a set of satellite images of a river basin either full of water or dried up. The authors manipulated temporal comparisons by describing the photographs as reflecting changes in the environment from the past to the present (past-focused condition) or reflecting expected changes in the environment from the present to the future (future-focused condition). Participants then reported their proenvironmental attitudes. Conservatives were more proenvironmental after the past to present description than the present to future description. Here are their summaries:

Significance

Political polarization on important issues can have dire consequences for society, and divisions regarding the issue of climate change could be particularly catastrophic. Building on research in social cognition and psychology, we show that temporal comparison processes largely explain the political gap in respondents’ attitudes towards and behaviors regarding climate change. We found that conservatives’ proenvironmental attitudes and behaviors improved consistently and drastically when we presented messages that compared the environment today with that of the past. This research shows how ideological differences can arise from basic psychological processes, demonstrates how such differences can be overcome by framing a message consistent with these basic processes, and provides a way to market the science behind climate change more effectively.

Abstract

Conservatives appear more skeptical about climate change and global warming and less willing to act against it than liberals. We propose that this unwillingness could result from fundamental differences in conservatives’ and liberals’ temporal focus. Conservatives tend to focus more on the past than do liberals. Across six studies, we rely on this notion to demonstrate that conservatives are positively affected by past- but not by future-focused environmental comparisons. Past comparisons largely eliminated the political divide that separated liberal and conservative respondents’ attitudes toward and behavior regarding climate change, so that across these studies conservatives and liberals were nearly equally likely to fight climate change. This research demonstrates how psychological processes, such as temporal comparison, underlie the prevalent ideological gap in addressing climate change. It opens up a promising avenue to convince conservatives effectively of the need to address climate change and global warming.