Global Warming’s “Six Americas Short Survey”: Audience Segmentation of Climate Change Views Using a Four Question Instrument

Audience segmentation has long been used in marketing, public health, and communication, and is now becoming an important tool in the environmental domain as well. Global Warming's Six Americas is a well-established segmentation of Americans based on their climate change beliefs, attitudes, and behaviors. The original Six Americas model requires a 36 question-screener and although there is increasing interest in using these segments to guide education and outreach efforts, the number of survey items required is a deterrent. Using 14 national samples and machine learning algorithms, we identify a subset of four questions from the original 36, the Six Americas Short SurveY (SASSY), that accurately segment survey respondents into the Six Americas categories. The four items cover respondents' global warming risk perceptions, worry, expected harm to future generations, and personal importance of the issue. The true positive accuracy rate for the model ranges between and across the six segments on a 20 hold-out set. Similar results were achieved with four out-of-sample validation data sets. In addition, the screener showed test-retest reliability on an independent, two-wave sample. To facilitate further research and outreach, we provide a web-based application of the new short-screener

Cox regression models predicting death or non-fatal myocardial infarction (N = 6,126, N events = 1,769).

<p> Note: The model including adjustment covariates included all predictors simultaneously.</p

Clinical Characteristics by sex and <i>5HTR2C</i> rs6318 Ser23 C and Cys23 G allele.

<p>^a p-value derived from unadjusted linear model;^b p-value derived from age-adjusted logistic regression model;^c p-value derived from age-adjusted linear model;^d p-value was derived from age-adjusted ordinal logistic regression model with number of diseased vessels modeled as an ordinal variable ranging from 0 to 3. Note. </p

Kaplan-Meier curves illustrating the risk of death or myocardial infarction for each rs6318 genotype in Women (panel a) and Men (panel b).

<p>Using pre-specified contrasts in a Cox regression model adjusted for covariates, differences were statistically significant when comparing: male Ser23 C hemizygotes and female Ser23 C homozygotes to all Cys23 G carriers (p  = .005); male Ser23 C hemizygotes to male Cys23 G hemizygotes (p  = .022), and female Ser23 C homozygotes to female Cys23 G carriers (p  = .024).</p