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  • Audience segmentation and climate change communication: Conceptual and methodological considerations

    Author(s)
    Hine, Donald W
    Reser, Joseph P
    Morrison, Mark
    Phillips, Wendy J
    Nunn, Patrick
    Cooksey, Ray
    Griffith University Author(s)
    Reser, Joseph P.
    Year published
    2014
    Metadata
    Show full item record
    Abstract
    Engaging the public about mitigating or adapting to climate change threats poses significant challenges for scientists, policy makers, and others responsible for developing communication strategies. In response to these challenges, interest is growing in audience segmentation as a possible strategy to develop more effective communications that are tailored and targeted to subgroups of the public who share similar values, beliefs, behaviors, and/or policy preferences about climate change. In this article, we provide a brief historical overview of audience segmentation and its applications to marketing, health, politics, and ...
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    Engaging the public about mitigating or adapting to climate change threats poses significant challenges for scientists, policy makers, and others responsible for developing communication strategies. In response to these challenges, interest is growing in audience segmentation as a possible strategy to develop more effective communications that are tailored and targeted to subgroups of the public who share similar values, beliefs, behaviors, and/or policy preferences about climate change. In this article, we provide a brief historical overview of audience segmentation and its applications to marketing, health, politics, and most recently climate change. We then critically evaluate several conceptual arguments about whether segmentation is an appropriate strategy for climate change communications, review key methodological considerations associated with conducting segmentation analyses, and make several recommendations about best practice. We conclude that, in principle, audience segmentation and targeted messaging are potentially valuable tools for enhancing climate change communication. But, in practice, there are conceptual and methodological complexities of which practitioners and consumers should be aware when conducting and interpreting the results of segmentation studies. In addition, more research is required, particularly related to tailoring and targeting messages to identified segments, before these strategies can be considered to have a sufficient evidence base to warrant widespread adoption.
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    Journal Title
    WIREs Climate Change
    Volume
    5
    Issue
    4
    DOI
    https://doi.org/10.1002/wcc.279
    Copyright Statement
    Self-archiving of the author-manuscript version is not yet supported by this journal. Please refer to the journal link for access to the definitive, published version or contact the authors for more information.
    Subject
    Climate change processes
    Publication URI
    http://hdl.handle.net/10072/63929
    Collection
    • Journal articles

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