2009年12月23日

Q&A : The science of persuasion

Psychologist Robert Fifford is co-author of a recent American Psycho logical Asso ciation report that exa minied the interface between psychology and climate chabge.

He explains what makes people receptive and how to get messages about climate science across effectively.




Why do climate scientists who speak to the public face a paradox?

Scientists understand that climate models inherently have uncertainty.

But as soon as the public experiences some uncertainty in the message, people begin to dither and to say, "Well, I guess it's not so urgent ― the experts aren't so sure of themselves".


How can climate campaigners make themselves heard?

Messages have to be carefully targeted to different demographic groups, based on their self-interest.

For the older generation, it's about their children and grandchildren ; and for the younger generation, it's about them and their generation.


(… to be continue…)



### DataBace ###
nature Vol.461 1019-1162 Issue no.7267 22 Octover 2009
Editorials p.1027 :"Climate of compromise"
Destination Copenhagen :「コペンハーゲン会議の行方
News p.1034 / Time running out for climate for climate talks
News Feature p.1042 / When the Ice melts
News Feature p.1048 / Counting carbon in the Amazon
Opinion p.1054 / India pushes for common responsibility ; Technological partnerships
Opinion p.1055 / China expects leadership from rich nations
Opinion p.1056 / Copenhagen needs a strong lead negotiator
; A whole solutionClever tacticsNo regrets

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