Social and Behavioral Sciences Commons^™

The Climate Crisis: How Communication And Norms Interact With Attitudes And Actions, Kathryn Aldstadt

Undergraduate Honors Thesis Collection

The present study investigated the effect of communication strategies and social norms on peoples’ self-reported environmental attitudes and actions. Communication strategies that cause high-fear levels in viewers can often cause distress, thereby increasing the likelihood that viewers will disregard a message in favor of protecting themselves (Clayton, 2020; Hornsey et al., 2015). Communication strategies that cause low-fear can serve as healthy motivators for action (Nestler & Egloff, 2012). Social norms are powerful, and people are likely to follow the same behavior pattern as others. In the current study, participants (N=71) watched a Public Service Announcement (PSA) video and either had …