How Forced Versus Selective Exposure Matters for the Influence of Emotional Appeals About Climate Change in a Sample of Americans

Researchers studying the influence of strategic science messages have overlooked the fact that people are selective in the content they consume. In this experiment, participants were “forced” to view one of three climate appeals (threat, humor, informational), reflecting the typical between-subjects experiment, or they were permitted to choose between one of these appeals (or topical alternatives), reflecting real-world media choice. Compared with forced exposure, choice exposure resulted in slightly less reactance and slightly greater enjoyment, appreciation, and persuasion outcomes—even after accounting for self-selection biases. These findings underscore the value of treating research participants as selective consumers of science content.