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Tailored messaging increases understanding of climate change in Republicans

A team of researchers at Yale University's Yale Program on Climate Change Communication has found that the use of tailored advertising can increase awareness among Republicans of the dangers posed by climate change. In their paper published in the journal Nature Climate Change, the group describes field experiments they conducted with tailored advertising in competitive districts in the U.S. and what they learned from them. Phillip Ehret with the See Change Institute has published a News & Views piece in the same journal issue.

Source: phys.org

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