Methodology

The study used a two-wave longitudinal survey design to examine audience responses to a climate change statement embodying the scientific consensus about the existence and origins of global warming. The first survey was conducted online in the United States and included 6,301 adult respondents. After excluding respondents who claimed to be climate experts, the sample was reduced to 4,319. Respondents were randomly allocated into either the control or treatment group, with the latter receiving a message about the scientific consensus on climate change, after completing a survey on their climate change beliefs. A follow-up survey was then conducted after 26 days.

Results

The study found that consensus messaging is effective in updating public perceptions of climate change beliefs, with the treatment having a positive influence on the original belief. The treatment effect was still evident after 26 days, with approximately 40% of the effect lasting over that time, although there was a decay in effect over time. The treatment effect was strongest in people who were doubtful or dismissive of climate change.

Consensus Messaging

The study also found that consensus messaging can help counteract false balance in media reporting on climate change. Furthermore, it was found that increased awareness of the scientific consensus can lead to public acceptance of the problem of climate change, as well as improving knowledge and understanding of climate change, and acceptances of solutions.

Motivated Reasoning

The results of the study suggest that people are mainly motivated to be accurate and update their views in the direction of the message. This is supported by the finding that there is little evidence of motivated reasoning influencing climate change beliefs. That said, the study has some limitations, such as the possibility that exposure to information beyond the context of the study may have influenced decay rates of treatment effect. This, however, is not supported by the evidence.

Conclusion

The study is significant for devising a novel and effective strategy in updating public opinion towards the problem of climate change, especially among audiences who are doubtful or dismissive of it. It has opened up avenues for further research that can explore different approaches to climate change messaging that take into account different audiences. It also underscores the importance of scientific consensus messaging for media communicators, policy-makers, and businesses interested in responsible and effective climate change communication.