Research Questions While many Americans are by the prospect of climate change (Myers et al. 2013), behavioral researchers have difficulty developing approaches to others (Leiserowitz 2007). One approach to this is to determine the signaling potential (Slovic, Lichtenstein, and Fischhoff 1984) of different climate related events. We hypothesized that respondents in these studies would perceive global events--rises in ocean temperature, melting of the polar ice caps--as more important signals of climate change than local events such as storms or changes in local temperature or precipitation. We hoped to increase the signaling value of the local consequences of climate change through communication--in this case, branding. While "problem recognition branding" appears to be a new term, the practice is not new. "Problem recognition brands" comprise signs of stroke, cyberbullying, suicide and many other problems. We define a problem recognition brand as a logo and a list of warning signs associated with a specific problem. Sometimes the logo and a list of the warning signs are associated with a specific organization. We therefore hypothesized that problem recognition branding can be useful in tying local weather events to the global problem of climate change. To study these questions, we conducted three studies. Method and Data Study 1: The Signaling Value of Climate Change Events Based on the literature on climate change (Schneider 2014; IPCC 2015), we chose 15 climate-related events. Participants rated each event on the degree that it appeared to be a sign of climate change, whether they thought the event was occurring, and the degree to which they thought the event was abstract and could only be detected by scientists. Study 2: The effects of the South Carolina Floods On October 4, 2015 New York Times (Fausset and Blinder 2015), "flooding from days of relentless, saturating rains paralyzed much of South Carolina." On October 5, we ran the same survey to determine whether the effects of a catastrophic weather event would affect responses to this survey. Study 3: Using Problem Recognition Branding to Link Weather Events and Climate Change A very strong branding manipulation was developed to see whether specific climate events (particularly severe storms) could be connected to climate change. All of the elements of "problem recognition branding" were included in this manipulation. There was a strong logo, the slogan, and a list of the signs of climate change. Summary of Findings Study 1: Factor analysis of participants' ratings of climate related events demonstrated that these events can be classified into two groups. The first can be thought of as global events. The second can be thought of as local events. Respondents thought that global events were more likely to be happening and were signals of climate change. Yet, these events were seen to be less comprehensible than local events--respondents were more likely to think that only a scientist could recognize them. Study 2: Any positive results obtained in this study could have an alternative explanation--the Pope's visit to the United States in late September 2015. During this time, he spoke about the importance of climate change. However, our fears were allayed because we failed to find significant differences changes between September and early October despite the catastrophic flooding in South Carolina and the Pope's visit. Study 3: The third study supported Hypothesis 2 by providing preliminary evidence that problem recognition branding can facilitate awareness of local climate change events. Exposure to problem recognition branding increased the degree to which "Severe Storms" and "Strange Weather" act as signals of Climate Change. Key Contributions There has been much concern about the "intractable" aspects of the climate-change problem. For many, the distance to the people affected, the signs of the problem are far away, and the time before the consequences seems long. People who are not concerned about climate change are difficult to convince. A goal of the research was to learn how to help people convince themselves by tying their experience of local events to climate change. The first study demonstrated that people perceive two groups of events that might be related to climate change. The first, global events, are the most connected to climate change in people's minds. They also are the most likely to be perceived as happening in the present or near future. Unfortunately, they are more likely to be seen to be the types of events that only scientists can recognize. The second study reported here provided evidence that weather events--even catastrophic events, such as the flooding in South Carolina--are not readily connected to climate change. Finally, the third study provided a preliminary indication that advertisements using problem recognition branding can help to strengthen the signaling potential of severe local weather events in the United States. [ABSTRACT FROM AUTHOR]