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The durable, bipartisan effects of emphasizing the cost savings of renewable energy

Author

Listed:
  • Abel Gustafson

    (University of Cincinnati)

  • Matthew H. Goldberg

    (Yale University)

  • Parrish Bergquist

    (Georgetown University)

  • Karine Lacroix

    (Yale University)

  • Seth A. Rosenthal

    (Yale University)

  • Anthony Leiserowitz

    (Yale University)

Abstract

Effective communication can help increase bipartisan support for renewable energy. Prior research suggests that support for renewable energy may be determined, in part, by which of its benefits are emphasized. Here we use a three-stage, longitudinal experiment (N = 2,891) to compare the immediate and over-time effects of three informational frames of renewable energy’s benefits (cost savings, economy boost and global warming mitigation). We tested each message’s effects on US Democrats’ and Republicans’ beliefs about and support for renewable energy, and we compared the longevity of these effects over a period of three weeks. We find that cost savings was the most effective frame—both in terms of immediate effect size on beliefs and in the longevity of those effects—with negligible differences between political groups. The durability of all effects exhibited a consistent pattern: an initial steep drop in effect size followed by a plateau.

Suggested Citation

  • Abel Gustafson & Matthew H. Goldberg & Parrish Bergquist & Karine Lacroix & Seth A. Rosenthal & Anthony Leiserowitz, 2022. "The durable, bipartisan effects of emphasizing the cost savings of renewable energy," Nature Energy, Nature, vol. 7(11), pages 1023-1030, November.
    • Handle: RePEc:nat:natene:v:7:y:2022:i:11:d:10.1038_s41560-022-01099-2
    DOI: 10.1038/s41560-022-01099-2
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    Cited by:

    1. Dominik Bär & Stefan Feuerriegel & Ting Li & Markus Weinmann, 2023. "Message framing to promote solar panels," Nature Communications, Nature, vol. 14(1), pages 1-9, December.

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