Abstract
Although there is increasing public awareness of global warming, there is a gap between such perception and relevant actions to combat the problem. In order to develop effective strategies for facilitating public actions, in this paper we draw upon framing theory and a dual processing model. Based on an experiment involving 261 participants from a large public university in Taiwan, this study found that by framing global warming as a local issue, communication messages can trigger both analytic (issue relevance) and affective (negative emotions) appraisals, which, in turn, will increase people's intentions to take actions. This study provides important insights for government and environmental groups when designing communication campaigns on this issue.
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