Win–win messages regarding climate change mitigation policies in agriculture tend to oversimplify farmer motivation. Contributions from psychology, cultural evolution and behavioural economics should help to design more effective policy.
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Acknowledgements
We thank A. Dunsire for designing Fig. 1. We also acknowledge our financial supporters: the Scottish Government Rural and Environmental Science and Analytical Services division through ClimatexChange (http://www.climatexchange.org.uk/) and AnimalChange, financially supported from the European Community's Seventh Framework Programme (FP7/ 2007–2013) under the grant agreement number 266018.
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Moran, D., Lucas, A. & Barnes, A. Mitigation win–win. Nature Clim Change 3, 611–613 (2013). https://doi.org/10.1038/nclimate1922
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DOI: https://doi.org/10.1038/nclimate1922
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