Improving environmental consciousness by matching climate change campaigns and implicit worldviews (categorical and dimensional thinking)


van Twillert, Elise


Climate change is a much-debated topic nowadays but despite all the media attention there are still people who are sceptical about climate change. Current climate change campaigns are being developed to make people more environmentally conscious and to get people to take action against climate change but little research has been done on how to adapt the campaigns to the way people see the world (implicit worldviews). Previous research into implicit theories has shown that implicit theories play an important role in many dimensions in our daily life.
This research shows that adapting campaigns to people's worldviews (dimensional or categorical) can increase their concern for the environment. A societal focused campaign can increase environmental concern among categorical thinkers and an individually focused campaign can increase environmental concern among dimensional thinkers. A mis-match can even lead to an increase in climate scepticism. This research also shows that the purpose of the campaign is important when choosing the right strategy. Categorical thinkers have a higher intention to donate to climate change campaigns and they are more likely to change their mind about climate change then dimensional thinkers.



Hinrich Meyer, Jan 


IQS SM - Master’s Degree in International Marketing in a Digital Environment / International Marketing & Sales Management