Doing what others do: norms, science, and collective action on global warming

Does rhetoric highlighting social norms or mentioning science in a communication affect individuals’ beliefs about global warming and/or willingness to take action? We draw from framing theory and collective-interest models of action to motivate hypotheses that are tested in two large web-based survey-experiments using convenience samples. Our results show that attitudes about global warming, support for policies that would reduce carbon emissions, and behavioral intentions to take voluntary action are strongly affected by norm- and science-based interventions. This has implications for information campaigns targeting voluntary efforts to promote lifestyle changes that would reduce greenhouse gas emissions.