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Strategic issue framing is widely regarded as an effective communication strategy to alter public opinion and citizens’ policy support. However, it is unclear to what extent strategic framing can increase support for ambitious demand-side actions and policies that make the cost of mitigation perceptible in citizens’ everyday lives. Taking an exploratory approach, we conducted qualitative interviews and a comparative framing experiment with 9,750 survey respondents from China, Germany, and the United States. We analyzed strategic issue framing effects in two areas known to be key for increasing the sustainability of consumption: meat/fish consumption, and fossil-fuel car usage. Employing both classical linear regressions and advanced Bayesian sparse estimations, we show that in all three countries widespread arguments in favor of reduced meat/fish consumption and car use are unlikely to substantially alter …