Why are so many Americans refusing to take precautions? A key reason is their sense of their identity, writes Cass R Sunstein
by Dan Kahan, a law and psychology professor at Yale University, is that people’s beliefs and understandings are often “identity-protective.”
People ask, “Am I the sort of person who thinks and does this, or not?” The answer to that question can be decisive. In that year, Texas faced a problem. It was dealing with a great deal of littering on the highways, roads and elsewhere. A public relations campaign to reduce littering did not seem promising. In some states, officials were drawn to an old jingle: “Litterbug, litterbug/Shame on you/Look at the terrible things you do.” To say the least, that was unlikely to work in Texas.
“Don’t mess with Texas” became the foundation of something much more than a slogan. For over 30 years, it has been a full-scale campaign, including endorsements by trusted celebrities such as Willie Nelson, Lyle Lovett, Matthew McConaughey and LeAnn Rimes.
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