Energy source perceptions and policy support: Image associations, emotional evaluations, and cognitive beliefs

This paper represents the most in-depth effort conducted to date to assess affective, emotional and cognitive perceptions of coal, natural gas, nuclear, and wind energy and the relationship between these perceptions and support for the energy sources. U.S. residents, recruited from a consumer panel, completed surveys assessing image associations, emotional reactions, and cognitive beliefs about energy sources and support for increased reliance on energy sources and local siting of energy facilities. The content of images produced by participants when evaluating energy sources revealed several interesting findings. Additionally, analysis of the image evaluations, emotions, and beliefs about each energy source showed that coal and nuclear energy were viewed most negatively, with natural gas in the middle, and wind viewed most positively. Importantly, these affective, emotional, and cognitive perceptions explained significant amounts of variance in support for each of the energy sources. Implications for future researchers and policy makers are discussed.