Social and Behavioral Sciences Commons^™

The Effects Of Message Matching In Climate Change Persuasion, Matthew R. Penner

Masters Theses & Specialist Projects

Public opinions of climate change are not consistent with the reality that climate change is occurring. Effective persuasive messages must be created to ensure that irreparable damage to the environment is prevented. This study investigated the cognitive processes that occur when an individual is exposed to a persuasive message regarding environmental concerns that is matched to an individual’s personality characteristics like right wing authoritarianism and purity.

Messages on two environmental topics (solar panels and the Environmental Protection Agency) were created. Each topic was framed in multiple ways to test hypotheses about personality-based message matching. Participants completed a thought listing task …