More than scientists: How message and messenger attributes influence viewers’ climate change intentions

Abstract

Effectively motivating public action on climate change remains a central challenge for science communicators. This study investigated how message and messenger attributes shape viewers’ motivation to act on climate change, and whether these effects vary as a function of political orientation. Using a policy-capturing design, 581 U.S. adults each viewed six randomly selected short videos from the More than Scientists website, in which climate scientists described the personal relevance of climate change. Linguistic features of the messages were analyzed using the Linguistic Inquiry and Word Count (LIWC) software, and messenger attributes (e.g., age, sex, attractiveness) were independently coded. Multilevel modeling revealed that messenger characteristics—particularly being older, male, attractive, and filmed in natural settings—were the strongest predictors of viewer motivation, explaining over 21% of within-person variance. By contrast, linguistic message attributes had weak predictive power overall, though messages with future-focused language and greater length were modestly more motivating. Political orientation moderated some message effects: affiliation-oriented language increased motivation for left-leaning viewers, while achievement-oriented language was more effective for right-leaning viewers. These findings underscore the importance of peripheral cues in climate communication and support targeted messaging strategies that align with audience values and identities.