Optimizing climate change communication: Context Comparison Model method.

ABSTRACT: The Context Comparison Model (CCM) provides a promising avenue to guide persuasive communication development by highlighting the features of the communication context that require consideration, including source, target, and task variables. The model was tested in a study of global climate change. American participants read a text outlining scientific evidence for global climate change and a policy proposal to mitigate future climate change. Prior to reading the text, participants' completed measures of their political affiliation (Republican, Democrats, Independent or Other) to render their group memberships salient. They were randomly assigned to one of four source conditions: (a) ingroup minority; (b) ingroup majority; (c) outgroup minority; or (d) outgroup m

SUBMITTER: Seyranian V 

PROVIDER: S-EPMC9382098 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature