CLIMATE CHANGE AND THE EYE OF THE BEHOLDER

Emotional Response to Climate Change Influences Whether We Seek or Avoid Further Information

May 15, 2013 (Science Daily)

“Sixty-two percent of Americans now say they believe that global warming is happening, but 46 percent say they are "very sure" or "extremely sure" that it is not. Only 49 percent know why it is occurring, and about as many say they're not worried about it…Because information about climate change is ubiquitous in the media, [Z. Janet Yang, PhD, assistant professor of communication at the University at Buffalo and Lee Ann Kahlor, PhD, associate professor of public relations and advertising at the University of Texas, Austin,] looked at why many Americans know so little about its causes and why many are not interested in finding out more.

…What, Me Worry? The Role of Affect in Information Seeking and Avoidance …[found those] who had negative feelings toward climate change -- feelings marked by states of fear, depression, anxiety, etc., -- actively sought more information about climate change…[and] saw climate change as having serious risks, and considered their current knowledge about it insufficient…”

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“…Those driven by a positive affect toward climate change -- an emotional state marked by hopefulness, excitement, happiness, etc. -- actively avoided exposure to additional information on the issue…[and] said climate change presented little risk to nature and humans, and they viewed their knowledge about climate change as sufficient.

“…The researchers say the study results…[suggest] that risk communication about climate change might benefit from…Arousing a sense of curiosity and debunking false beliefs about ecological risks so people are not complacent about what they already know…Highlighting potential negative consequences and fostering a positive attitude toward learning about climate change…Monitoring the audience's social environment and its perceived ability for finding and understanding information about climate change…Promoting optimism that human action, such as reducing greenhouse gas, could actually combat the consequences of climate change…”

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