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There is a worryingly large chasm between scientific consensus and popular opinion. Roughly one third of Americans are skeptical that humans are primarily responsible for climate change; rates of some infectious diseases are climbing in the face of anti-immunization beliefs; and significant numbers of the population worldwide are antievolution creationists. It is easy to assume that resistance to an evidence-based message is a result of ignorance or failure to grasp evidence (the "deficit model" of science communication). But increasingly, theorists understand there are limits to this approach, and that if people are motivated to reject science, then repeating evidence will have little impact. In an effort to create a transtheoretical language for describing these underlying motivations, we introduce the notion of "attitude roots." Attitude roots are the underlying fears, ideologies, worldviews, and identity needs that sustain and motivate specific "surface" attitudes like climate skepticism and creationism. It is the antiscience attitude that people hear and see, but it is the attitude root--what lies under the surface--that allows the surface attitudes to survive even when they are challenged by evidence. We group these attitude roots within 6 themes--worldviews, conspiratorial ideation, vested interests, personal identity expression, social identity needs, and fears and phobias--and review literature relevant to them. We then use these insights to develop a "jiu jitsu" model of persuasion that places emphasis on creating change by aligning with (rather than competing with) these attitude roots. [ABSTRACT FROM AUTHOR]

To identify pathways to lower environmental impacts, this research examined the motivation and antecedents of motivation (autonomy, relatedness, competence), of environmentally active people. Previous research suggests that people with more self-determined motivation for pro-environmental behavior (PEB) should carry out more PEBs, and have lower environmental impacts, than people whose motivation is more externally regulated. Path analysis in Sample 1 (N = 261) confirmed that self-determined motivation was positively related to both easy and difficult PEB. The more participants judged that their needs for autonomy and relatedness were met in relation to performing PEB, the more self-determined their motivation. Higher perceived relatedness was also directly related to reporting more engagement in difficult PEB. Perceived competence was not related to self-determined motivation or PEB. The pattern of results was largely supported when re-tested with a sample (N = 320) who completed a 'carbon footprint' measure of environmental impact as well as the questionnaire completed by Sample 1. In this sample, autonomy, relatedness, and competence were related to self-determined motivation. The research is the first to our knowledge to examine and find a relationship between higher self-determined motivation and lower selfreported environmental impact. These findings point to new approaches to increasing PEB. [ABSTRACT FROM AUTHOR]

For the first time this millennium, growth in carbon emissions has slowed. Indeed, the year 2014 was the first time in 40 years that the planet saw zero growth in emissions. We examine whether this message of progress can be effective in motivating people to engage in mitigation efforts. This question dovetails with commentary suggesting that gloomy messages about climate change risk fatiguing the population, and that alternative approaches are necessary. It is also informed by work suggesting that hope is a motivating force in terms of engaging in collective action and social change. Study 1 ( N = 574) showed that negative emotions were strongly related to mitigation motivation and feelings of efficacy, but hope-related emotions had a much weaker relationship with these constructs. In the main experiment (Study 2: N = 431) participants read an optimistic, pessimistic, or neutral message about the rate of progress in reducing global carbon emissions. Relative to the pessimistic message, the optimistic message reduced participants’ sense that climate change represented a risk to them, and the associated feelings of distress. Consequently, the optimistic message was less successful in increasing mitigation motivation than the pessimistic message. In sum, predictions that the optimistic message would increase efficacy did not transpire; concerns that the optimistic message would increase complacency did transpire. Recent progress in curbing global carbon emissions is welcome, but we found no evidence that messages focusing on this progress constitute an effective communication strategy. [ABSTRACT FROM AUTHOR]

Previous research has not addressed the possibility that people may face conflicting norms of pro-environmental behavior from their multiple in-groups. Across two studies, the authors test competing hypotheses: People may be demotivated by norm conflict, or conversely, norm conflict may motivate people to action. The results of both studies suggest a clearly motivating effect of conflict. Norm conflict was associated with decreased water usage (i.e., increased water conservation) in Study 1, and increased pro-environmental behavior intentions in Study 2. The effects of conflict were partially mediated by perceived effectiveness in Study 2. Although these initial findings indicate that conflict motivates rather than hinders behavioral engagement, future research should investigate whether the nature of the influence of norm conflict depends on factors such as issue importance. [ABSTRACT FROM PUBLISHER]

Tryon (2018) states that our proposed attitude roots are "effectively and functionally unconscious" (p. 685) and proposes connectionist neural network models as a mechanism for explaining these unconscious processes. In our response, we disagree with the presumption that our attitude roots necessarily operate at an unconscious level. Although some attitude roots may exert their influence through an unconscious process, others exert their influence as a result of explicit and mindful reasoning, and others still operate at a "preconscious" level: outside conscious awareness but accessible if required. Finally, we clarify that we did not claim in our article to have developed a theory or a metatheory. Rather, we drew on numerous established theories to make the case for the role of attitude roots and did so using a transtheoretical language that we hope can be useful in terms of integrating insights and developing concrete persuasion strategies. [ABSTRACT FROM AUTHOR]