Global Warming's 6 Americas 2009: An Audience Segmentation Analysis
Drawing on a scientific survey of American climate change beliefs, attitudes, policy preferences, and behaviors, our research has found that the public falls into six distinct groups – each of which currently engages (or not) with the issue in a unique way. The report introduces the six groups by briefly describing each and highlighting how they differ from one another.
Director of the Yale Project on Climate Change and a Research Scientist at the School of Forestry and Environmental Studies at Yale University. He is also a principal investigator at the Center for Research on Environmental Decisions at Columbia University.
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