Exploring the Acceptability of Densification: How Positive Framing and Source Credibility Can Change Attitudes

Planners often divisively advocate densification in developed areas. This article investigates the possibility that framing densifying development in positive ways may reduce conflict around greater density in developed urban areas of the United States. We use an online survey that asks verified voters in local elections (n = 772) to describe their feelings toward a hypothetical densifying infill development in their neighborhoods before and after reading various framing statements. In particular, we consider the impact of these statements when they originate among planners versus when they originate among lay community experts. We use regression analyses to explore how reactions to the development relate to demographic characteristics and other aspects of respondents’ identities, and find that, while positive framing generally improves perceptions of the development regardless of its source, these effects are limited among respondents expressing concern about specific development impacts, among particular income groups, and in some neighborhood types.