“…While audience segmentation and tailoring communication have shown to impact consumers' intention to adopt behaviors (Kim, Shen, & Morgan, 2011;Warner, Chaudhary, Rumble, Lamm, & Momol, 2017;, one concern with utilizing audience segmentation techniques is its potential to further polarize audiences on specific issues (Hine et al, 2014). Therefore, messaging and communication efforts should be tailored specifically to the needs, involvement level, and intention to engage within each audience group, with purposeful and intentional roles for each subgroup within the communication or marketing efforts Lamm, Lundy, Warner, & Lamm, 2016).…”