A growing social science literature seeks to understand why, despite broad public support for wind energy, proposals for specific projects are often met with strong local opposition. This gap between general and specific attitudes is viewed as a significant obstacle to the deployment of wind energy technologies. This dissertation applies theoretical perspectives and methodological tools from social psychology to provide insights on the structure and strength of attitudes towards the potential development of commercial wind farm in three coastal areas of Michigan. A survey of attitudes was completed by 375 residents in these communities and structural equation modeling was used to explore the relationship among variables. The analysis found that attitudes towards wind farm development are shaped by anticipated economic benefits to the community, but expectations of economic benefit are driven by personal values. Social psychology has long recognized that all attitudes are not created equal. Weak attitudes are fleeting and prone to change, while strong attitudes are stable over time and resistant to change. There are two fundamental paths to strong attitudes: repeated experience with an attitude object or the application of deeply held principles or values to that object. Structural equation models were also used to understand the strength of attitudes among the survey respondents. Both the anticipated effects of wind farm development and personal values were found to influence the strength of attitudes towards wind farms. However, while expectations that wind farm development will have positive effects on the economy bolster two measures of attitude strength (collective identity and importance), these expectations are associated with a decline in a third measure (confidence). A follow-up survey asking identical questions was completed by completed by 187 respondents to the initial survey. Linear regressions models were used to determine the effects of attitude strength on the stability of attitudes towards wind farms. In this study, attitude strength did not have a major effect on the stability of attitudes. Perceived importance of the issue of wind farm development did result in slightly more stable attitudes towards renewable energy. These survey results were compared to responses provided by 28 residents who completed surveys before and after participating in an informational session about commercial wind farm development. A regression analysis found that participation in an informational event changed the substance and quality of participants' attitudes. Attitudes towards wind farm development became more positive, and confidence in those attitudes grew stronger. These findings suggest that the gap between general attitudes towards wind energy and attitudes towards specific wind farm proposals could be narrowed by providing information and opportunities for discussion in communities with potential for commercial wind farm development. Future research is needed to track local attitudes and attitude strength throughout a proposal and development process.
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