Matthew H. Goldberg, Eric G. Scheuch, Laura Thomas Walters, Calla Rosenfeld, Sanguk Lee, Abel Gustafson, Miriam Remshard, Seth A. Rosenthal, and Anthony Leiserowitz
Yale Program on Climate Change Communication, Yale University,
School of Communication, Film, & Media Studies, University of Cincinnati
Department of Psychology, University of Cambridge
Combating climate change requires persuading people about climate change and climate solutions. The
nearly universal way of evaluating which climate and environmental messages are most effective is to
calculate and compare average treatment effects (ATEs).The problem with the ATE is that it fails to describe the underlying pattern of persuasion: whether effect size is better predicted by how many people are persuaded (i.e., breadth), or how much they are persuaded (i.e., depth). Here, we investigate...
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