Machine learning reveals how personalized climate communication can both succeed and backfire
This research addresses the challenge of effective climate communication for policymakers and marketers, though it is incremental as it reanalyzes existing findings.
The study used machine learning to reanalyze data on climate change advertisements, finding that personalized ads increased belief in some individuals but decreased it in others, with effects varying by age and ethnicity.
Different advertising messages work for different people. Machine learning can be an effective way to personalise climate communications. In this paper we use machine learning to reanalyse findings from a recent study, showing that online advertisements increased some people's belief in climate change while resulting in decreased belief in others. In particular, we show that the effect of the advertisements could change depending on people's age and ethnicity.