Global Warming’s Six Americas Screener Manual

The manual provides instruments and scripts to apply the Global Warming’s Six Americas segmentation typology, which categorizes audiences into six groups: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. It includes a 36-item instrument with a 90.6% classification accuracy and a 15-item instrument with 84% accuracy.

• The Global Warming’s Six Americas typology segments audiences into a continuum of six groups: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive, based on a Latent Class Analysis of 36 variables covering beliefs, involvement, behaviors, and preferred societal responses.
• The manual provides two survey instruments for identifying these segments: a 36-item instrument that correctly classifies 90.6% of the sample (with segment accuracy between 79% and 99%) and a 15-item instrument that correctly classifies 84% of the sample (with segment accuracy between 60% and 97%).

APA

Yale Program on Climate Change Communication (2012). Global Warming’s Six Americas Screener Manual. https://climatecommunication.yale.edu/publications/global-warmings-six-americas-screener-manual/

Chicago

Yale Program on Climate Change Communication. Global Warming’s Six Americas Screener Manual. 2012. https://climatecommunication.yale.edu/publications/global-warmings-six-americas-screener-manual/.

Wikipedia

{{cite report |author=Yale Program on Climate Change Communication |title=Global Warming’s Six Americas Screener Manual |date=8 March 2012 |url=https://climatecommunication.yale.edu/publications/global-warmings-six-americas-screener-manual/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{yaleprogramonclimatechangecommunication2012global, author = {{Yale Program on Climate Change Communication}}, title = {{Global Warming’s Six Americas Screener Manual}}, institution = {Yale Program on Climate Change Communication}, year = {2012}, month = mar, url = {https://climatecommunication.yale.edu/publications/global-warmings-six-americas-screener-manual/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }