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dc.contributor.authorChryst, B
dc.contributor.authorMarlon, J
dc.contributor.authorvan der Linden, Sander
dc.contributor.authorLeiserowitz, A
dc.contributor.authorMaibach, E
dc.contributor.authorRoser-Renouf, C
dc.date.accessioned2018-11-23T00:30:53Z
dc.date.available2018-11-23T00:30:53Z
dc.date.issued2018-11-17
dc.identifier.issn1752-4032
dc.identifier.urihttps://www.repository.cam.ac.uk/handle/1810/285758
dc.description.abstractAudience 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 of survey items required is a deterrent. Using 14 national samples and machine learning algorithms, we identify a subset of four questions from the original 36, the Six Americas Short SurveY (SASSY), that accurately segment survey respondents into the Six Americas categories. The four items cover respondents' global warming risk perceptions, worry, expected harm to future generations, and personal importance of the issue. The true positive accuracy rate for the model ranges between and across the six segments on a 20 hold-out set. Similar results were achieved with four out-of-sample validation data sets. In addition, the screener showed test-retest reliability on an independent, two-wave sample. To facilitate further research and outreach, we provide a web-based application of the new short-screener.
dc.publisherInforma UK Limited
dc.titleGlobal Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument
dc.typeArticle
prism.endingPage1122
prism.issueIdentifier8
prism.publicationDate2018
prism.publicationNameEnvironmental Communication
prism.startingPage1109
prism.volume12
dc.identifier.doi10.17863/CAM.33102
dcterms.dateAccepted2018-07-10
rioxxterms.versionofrecord10.1080/17524032.2018.1508047
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserved
rioxxterms.licenseref.startdate2018-11-17
dc.contributor.orcidvan der Linden, Sander [0000-0002-0269-1744]
dc.identifier.eissn1752-4040
rioxxterms.typeJournal Article/Review
cam.issuedOnline2018-08-23
rioxxterms.freetoread.startdate2019-08-23


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