The literature identifies cultural values and beliefs as key drivers of climate change risk perception, but evidence is lacking about how media narratives and cultural values influence preferences for adapting to environmental consequences of climate change, including groundwater shortage. We elicited groundwater preferences using a choice experiment survey involving outcomes of the Mississippi River Valley Alluvial Aquifer. We randomly assigned respondents to an individualistic cultural narrative about climate change to test for framing effects predicted by culturally congruent and incongruent messaging. Results suggest that culturally incongruent messaging (i.e., to non-individualists) emboldens opposition and makes promoted groundwater policies less tractable. This is instructive to policy makers that identifying different stakeholders and avoiding incongruent messages about climate change could improve the effectiveness of collaborative water governance.
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