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Global Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument


Global Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument

Audience segmentation has long been used in marketing, public health, and communication, and is now becoming an important tool in the environmental domain as well. Global Warming’s Six Americas is a well-established segmentation of Americans based on their climate change beliefs, attitudes, and behaviors. The original Six Americas model requires a 36 question-screener and although there is increasing interest in using these segments to guide education and outreach efforts, the number of survey items required is a deterrent. Using 14 national samples and machine learning algorithms, we identify a subset of four questions from the original 36, the Six Americas Short SurveY (SASSY), that accurately segment survey respondents into the Six Americas categories. The four items cover respondents’ global warming risk perceptions, worry, expected harm to future generations, and personal importance of the issue. To facilitate further research and outreach, we provide a web-based application of the new short-screener.

The article is available here to those with a subscription to Environmental Communications. If you would like to request a copy, please send an email to climatechange@yale.edu, with the subject line: “SASSY paper request.”