Appeal to authority is a well-recognized strategy in climate communication aimed at improving pub-lic response.However,existing research has primarily assessed the inclusion of this strategy,neglecting the impact of its frequency on public response.This study explores how the frequency of appeals to authority influ-ences public response to climate communication and how the type of authority structure moderates this influ-ence,using comprehensive text analysis and two experimental studies.The results reveal that frequent appeals to authority,compared to occasional ones,significantly reduce public attitude and emotional response to cli-mate communication,mediated by the perceived intent to persuade.This conclusion holds only under a low-equilibrium authority type structure.Conversely,in a high-equilibrium authority type structure,frequent ap-peals to authority significantly enhance public attitude and emotional response,independent of the perceived intent to persuade.These insights offer valuable guidance for effectively utilizing the appeal to authority strate-gy in climate communication,aiming to improve public response.
climate change communicationappeal to authorityauthority type structureelaboration likeli-hood modelword embedding model
万方数据
