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

PLOS One | https://doi.org/10.1371/journal.pone.0331672 September 10, 2025 11 / 20 Table 3. HLM Level 2 Analyses: Message/Messenger Attribute Effects on Viewers’ Climate Change Motivation as a Function of Political Orientation. Political Orientation Effect Coefficient SE t df L1 Intercept (mean Motivation) −.39 .05 −7.66** 579 LIWC Summary Variables Analytic thinking .000 .001 1.00 2,897 Clout −.000 .001 −.03 2,897 Authenticity .000 .001 .25 2,897 Positive emotional tone .000 .000 .40 2,897 LIWC Drive Variables Affiliation −.013 .001 −2.40* 2,895 Achievement .035 .013 2.18* 2,895 Power −.001 .012 −0.56 2,895 Reward −.003 .018 0.20 2,895 Risk .011 .016 0.69 2,895 Messenger Attribute Variables Sex (male 1, female 2) .017 .027 0.63 2,735 Age −.001 .002 −0.80 2,735 Attractiveness −.030 .023 −1.33 2,735 With family members −.053 .056 −0.94 2,735 In nature −.001 .027 −0.63 2,735 Note: All significance tests are based on robust standard errors. *p < .05, **p < .01. https://doi.org/10.1371/journal.pone.0331672.t003 Fig 1. Cross-level interaction indicating that affiliation messages are more motivating for left-leaning viewers. Note: Raw data points are shown for all participants, grouped by political orientation: Left-leaning (≤ 25th percentile), Moderate (> 25th and < 75th percentile), and Right-leaning (≥ 75th percentile) based on self-reported political orientation scores. Regression lines are plotted only for the Left-leaning and Right-leaning groups to illustrate

modelled trends at the ideological extremes; no line is plotted for Moderates. https://doi.org/10.1371/journal.pone.0331672.g001