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How can we survive the next mass extinction?

LSE IQ

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Climate Stories Are All About Authenticity and Values

Ganga and her research team examined what makes a climate story effective. She recruited more than 1,200 people and randomly allocated them stories which all centered around the behaviors and intentions of a fictional character named George. Participants were then asked a series of questions about how George's actions had influenced their environmental choices. Ganga: "It was not actions which drive behavior but really people's motivations"

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