Audience Segmentation for Campaign Design: Addressing Climate Change in Singapore

• Main Authors: Detenber, Benjamin H., Rosenthal, Sonny, Liao, Youqing, Ho, Shirley S.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2017
• Subjects: climate change; communication behavior
• Online Access: https://hdl.handle.net/10356/84822; http://hdl.handle.net/10220/41984; http://ijoc.org/index.php/ijoc/article/view/4696
• Institution: Nanyang Technological University

A nationally representative telephone survey (n = 1,006) was conducted to understand how different groups of Singaporeans regard the issue of climate change and their inclination toward action in dealing with it. We measured attitudes, knowledge, and perceptions of the problem of climate change and...