Reaching Science Skeptics: How Adaptive Framing of Climate Change Leads to Positive Responses Via Persuasion Knowledge and Perceived Behavioral Control

This study extends framing theory by identifying two causal mechanisms and one contingent condition for a new type of frame to be used with issues where people dispute scientific claims. This new “adaptive frame” focuses on adapting to climate change impacts without cueing deeply held beliefs by discussing causes. An experiment shows this frame works by reducing persuasion knowledge and increasing perceived behavioral control, resulting in science skeptics being significantly more likely to intend to take action, engage with the news, and agree with the story’s perspective. This effect is moderated by science skepticism, with adaptive frames working significantly better on the very people the news media are not reaching. We contribute to theory with an understanding of how a frame that eliminates references to deep-seated beliefs is more effective than the existing frames of conflict, attribution of responsibility, and possibly others.