Addressing Global Warming Denialism

Abstract

Abstract Despite the scientific consensus concerning the current causes and future effects of anthropogenic global warming, there has been little to no improvement in public opinion, attitudes, or behavior related to its mitigation. This article examines how different information conveyance strategies affect belief in global warming. Three experiments reveal that a fundamental understanding of the underlying mechanism of global warming—the greenhouse gas effect—is integral to belief in the existence of global warming. Specifically, the current research demonstrates that persuasive messaging incorporating an explanation of the mechanism (versus consequences) underlying global warming leads to belief change (study 1); that this effect is moderated by political orientation, such that the effect of mechanism-understanding on global warming belief is greater for conservatives (study 1, 2, and 3); that understanding of the mechanism underlying global warming affects willingness to engage in sustainable activities and buying socially conscious products (study 2); and that the effect persists over time and can influence actual donation behavior (study 3). Social, public policy, and marketing implications for this strategy are discussed.