Dr. Anthony Lieserowitz discusses research on climate change and the American mind. He distinguishes between analytic and experiential systems for processing information and assessing risk, continuing the discussion by focusing on experiential aspects of climate change. Lieserowitz asserts that, although the public generally has an understanding that climate change is occurring, the problem presents itself as distant in space and time and may be obscured by inaccurate associations.
Dr. Anthony Lieserowitz distinguishes two groups in the American public, the alarmed and the naysayers. Lieserowitz considers the roles of values and trust in influencing the climate change opinions of these two groups and highlights the importance of choosing the correct messenger to deliver climate change information. Lieserowitz presents research that divides the American public into six groups based on responses to climate change issues and suggests that efforts should be directed towards mobilizing the alarmed.