Dr. Shahzeen Attari discusses a study of hers in which the effect of framing on public preferences for hard regulation, soft regulation or voluntary action, as means of dealing with environmental problems, was tested. Dr. Attari concludes that, generally, the public favors soft over hard government regulation. She considers the effects of factors such as sex, political loyalty, and pro-environmental attitude on a person’s regulatory preferences. Presented at the Garrison Institute’s Climate, Buildings and Behavior Symposium, May 2010.