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  • Tuesday, April 30, 2019

    Your Brain On Climate Change

    Why your brain doesn’t register the words ‘climate change’

    Kate Yoder, April 29, 2019 (Grist)

    "…According to recent neuroscience research, people will respond more if the terms “global warming” and “climate change” with the term “climate crisis,” which] got a 60 percent greater emotional response from listeners…[The widely-regarded SPARK Neuro found, from a bipartisan focus group, that “global warming” and “climate change” performed the worst of six] terms of emotional engagement and audience attention…[More response came to] climate crisis, environmental destruction, weather destabilization, and environmental collapse…It’s the latest sign that climate change communicators have a whole lot to learn from cognitive science…

    [It is thought “global warming” and “climate change” performed poorly because they have been overexposed and are] neutral phrases…[People who care about the climate crisis] are starting to realize the power of words…The two phrases that caused the strongest emotional reaction overall were “climate crisis” and “environmental destruction…” [But a strong emotional response like that evoked by “environmental destruction” can] have a “backfiring effect…” [“Climate crisis”] was the Goldilocks of the study — not too weak, not too strong. Among Democrats, Republicans, and independents, it caused a strong emotional reaction…[It allows] people to pay more attention and encourages a sense of urgency…” click here for more


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