Climate Change Commercials Shouldn't Be So Depressing Climate Change Commercials Shouldn't Be So Depressing
Culture

Climate Change Commercials Shouldn't Be So Depressing

by Cord Jefferson

January 7, 2011

"You catch more flies with honey than vinegar," is the common old chestnut you probably heard from your grandmother way back when. Today, it turns out that science backs her up, at least when it comes to climate change advertising.

New research from a team at U.C. Berkeley says that, when people believe that the world is a generally fair place, doomsday public service announcements actually serve to increase their skepticism about climate change.

...participants primed to have a stronger belief in a just world reported levels of skepticism that were 29 percent higher, and a willingness to reduce their carbon footprint that was 21 percent lower, than those primed to see the world as an unjust place.

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Climate Change Commercials Shouldn't Be So Depressing