DOI: 10.1002/wcc.279
Scopus记录号: 2-s2.0-84903170271
论文题名: Audience segmentation and climate change communication: Conceptual and methodological considerations
作者: Hine D ; W ; , Reser J ; P ; , Morrison M ; , Phillips W ; J ; , Nunn P ; , Cooksey R
刊名: Wiley Interdisciplinary Reviews: Climate Change
ISSN: 17577780
出版年: 2014
卷: 5, 期: 4 起始页码: 441
结束页码: 459
语种: 英语
英文关键词: Technology
; Best practices
; Communication strategy
; Effective communication
; ITS applications
; Policy makers
; Segmentation analysis
; Climate change
; climate change
; communication network
; conceptual framework
; methodology
; segmentation
英文摘要: Engaging the public about mitigating or adapting to climate change threats poses significant challenges for scientists, policy makers, and others responsible for developing communication strategies. In response to these challenges, interest is growing in audience segmentation as a possible strategy to develop more effective communications that are tailored and targeted to subgroups of the public who share similar values, beliefs, behaviors, and/or policy preferences about climate change. In this article, we provide a brief historical overview of audience segmentation and its applications to marketing, health, politics, and most recently climate change. We then critically evaluate several conceptual arguments about whether segmentation is an appropriate strategy for climate change communications, review key methodological considerations associated with conducting segmentation analyses, and make several recommendations about best practice. We conclude that, in principle, audience segmentation and targeted messaging are potentially valuable tools for enhancing climate change communication. But, in practice, there are conceptual and methodological complexities of which practitioners and consumers should be aware when conducting and interpreting the results of segmentation studies. In addition, more research is required, particularly related to tailoring and targeting messages to identified segments, before these strategies can be considered to have a sufficient evidence base to warrant widespread adoption. © 2014 John Wiley & Sons, Ltd. Citation statistics:
资源类型: 期刊论文
标识符: http://119.78.100.158/handle/2HF3EXSE/76345
Appears in Collections: 影响、适应和脆弱性 气候变化与战略
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作者单位: Department of Psychology, School of BCSS, University of New England, Armidale, NSW, Australia; Department of Psychology, Griffith University, Gold Coast, NSW, Australia; Department of Business, Charles Sturt University, Bathurst, NSW, Australia; Sustainability Research Centre, University of the Sunshine Coast, Maroochydore, QLD, Australia; Graduate School of Business, UNE Business School, University of New England, Armidale, NSW, Australia
Recommended Citation:
Hine D,W,, Reser J,et al. Audience segmentation and climate change communication: Conceptual and methodological considerations[J]. Wiley Interdisciplinary Reviews: Climate Change,2014-01-01,5(4)