Targeting and tailoring climate change communications

Ann Bostrom, Gisela Böhm and Robert E. O'Connor

Wiley Interdisciplinary Reviews: Climate Change, 2013, vol. 4, issue 5, 447-455

Abstract: Social marketing studies suggest that targeting segments of the population, by assessing and addressing their values and motives for actions in the design of communications, can improve the effectiveness of health and environmental communications efforts. Guidance for climate change communication now routinely proposes targeting specific audience segments as a fundamental principle, despite ambiguity regarding what specific behaviors to target and a lack of empirical evidence for specific strategies. Audience segmentation strategies proposed to date for climate change communications resemble those used in other social marketing efforts, but can be proprietary or opaque, with little data on the effects of implementing them. Insufficient evidence exists to systematically demonstrate the effectiveness of targeting or tailoring climate change communications per se, other than by reference to related research on health and environmental risk communications. Meta‐analyses with systematic literature reviews, however, demonstrate that health risk communications can be more effective at changing attitudes and behaviors if they are tailored to the individual recipients' beliefs about their self‐efficacy. The advent of technology‐enabled microtargeting is rapidly expanding the opportunities for tailoring and targeting climate change communications and for adding to what we know from using them to make them effective. WIREs Clim Change 2013, 4:447–455. doi: 10.1002/wcc.234 This article is categorized under: Perceptions, Behavior, and Communication of Climate Change > Communication

Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1002/wcc.234

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:wirecc:v:4:y:2013:i:5:p:447-455

Access Statistics for this article

More articles in Wiley Interdisciplinary Reviews: Climate Change from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().