Goal
This project tests theoretical developments in risk perception and decision-making using a cross-cultural, national and international research design that includes countries in North America, Europe, Asia, and Latin America. The study contrasts the influence of analytical vs. experiential processes in risk perception, policy preferences and behavioral intentions. 'The Day After Tomorrow', a film that provides a vivid, vicarious experience of abrupt, catastrophic climate change, may significantly alter the international lay public's risk perceptions of the likelihood and severity of climate change impacts, amplify catastrophic affect imagery, and shift the public's conceptual model of climate change from a gradual, linear warming to abrupt, non-linear and catastrophic change. Affect, imagery, and values have each been demonstrated to play critical roles in public risk perceptions, policy preferences and behavior. This project conducts a comparable, cross cultural experiment on global climate change risk perceptions, policy preferences and behaviors across development levels and cultural characteristics.

Background
Climate change is inherently abstract, scientifically complex, and globally diffused in causes and consequences. Our previous research has found that most Americans do not currently associate climate change with disastrous impacts, such as drought, extreme weather events, and coastal flooding. Past research has found that 'experientially derived knowledge is often more compelling and more likely to influence behavior than is abstract knowledge'.

Research Questions
Can popular movie representations of risk and the vicarious experiences they create have a powerful—and perhaps more powerful-influence on public risk perceptions than official risk communications from scientists?

Do affective imagery, analytic/intuitive predisposition, cognitive impulsivity, promotion/prevention focus, or cultural worldviews predict climate change risk perceptions, conceptual models, policy preferences or behaviors?

How well do these models work across diverse cultures?

Leiserowitz, A. (2005) The international impact of The Day After Tomorrow. Environment 47(3), 41-44.

Leiserowitz, A. (in press) Climate change risk perception and policy preferences: The role of affect, imagery, and values. Climatic Change.

Last Updated: June 1, 2006