Global Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument

  title={Global Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument},
  author={Breanne Chryst and Jennifer R. Marlon and Sander van der Linden and Anthony Leiserowitz and Edward W. Maibach and Connie Roser-Renouf},
  journal={Environmental Communication},
  pages={1109 - 1122}
ABSTRACT Audience segmentation has long been used in marketing, public health, and communication, and is now becoming an important tool in the environmental domain as well. Global Warming's Six Americas is a well-established segmentation of Americans based on their climate change beliefs, attitudes, and behaviors. The original Six Americas model requires a 36 question-screener and although there is increasing interest in using these segments to guide education and outreach efforts, the number… Expand
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