In a recent article on climate change and recognition of the need for adaptation, Dannevig and Hovelsrud (Clim Chang 135:261-275, 2016) conclude that climate change is not salient in fisheries on the Lofoten Islands in Northern Norway. This commentary scrutinizes this conclusion. Empirical findings rather indicate that the Lofoten fishers do indeed frame climate change as a problem and acknowledge the need for adaptive response; however, mental barriers are likely to mask existing climate change salience. Based on the authors' line of argument and insights from psychology, this contribution aims to extend their debate and stimulate discussion by drawing attention to the impacts of mental barriers. A particular focus is thereby laid on the role of cognitive dissonance and hard-wired emotions.