Policy makers and lobbyists who want to enact a carbon tax would do well to choose their words carefully, say Columbia University Psychologists. In a new study in Psychological Science, the research team suggests that since voters typically don't like higher taxes, policy proposals aimed at reducing CO2 emissions should be referred to as 'carbon offsets' in order to generate the most public support. The semantic trick even works on those who are most resistant to a political response to climate change--Republicans. 

 In the experiment, volunteers (who self-identified as Democrats, Republicans, or Independents) read about a program that would increase the cost of certain carbon-producing activities but would use the proceeds to fund alternative energies or carbon capture and sequestration. For half the volunteers this surcharge was labeled as a "carbon offset," while for the other half it was labeled as a "carbon tax," yet the details of the program were the same in each case.

Participants then had to choose between two identical items (e.g., airline tickets), where one cost more, because it included the surcharge. Volunteers were asked to write down their thoughts about the decision, make a choice, and also indicate whether they would support legislation making the surcharge mandatory for all products of that type.

The results suggest a strong link between our political affiliation and how we react to certain frames. In the "offset" condition, Democratic, Republican, and Independent volunteers tended to select the more expensive, albeit environmentally-friendly, product. They were also equally likely (across party) to support making the cost increase mandatory. However, in the "tax" condition, while Democratic volunteers still opted for the costlier item, Republican and Independent participants were more likely to choose the cheaper item, and did not support legislation.

In addition, analysis of the volunteers' thought processes indicates that labels may have resulted in differences in the order in which they thought about the options, in turn affecting their choices. For example, Republicans volunteers had an immediate, negative reaction to the "tax" option, which made them think about advantages of the cheaper item, which they ultimately chose. However, in the "offset" condition, Republicans listed supportive thoughts towards the surcharge, increasing the likelihood of the more expensive item being selected.