Refining the Application of Construal Level Theory: Egocentric and Nonegocentric Psychological Distances in Climate Change Visual Communication

This study applied construal level theory (CLT) to the perceived psychological distance of climate change to investigate Taiwanese people’s psychological distance perception of climate change. It also considered how this psychological distance perception of climate change and other crucial psychological factors (i.e., values, ecological worldviews, and environmental concerns) may influence people’s pro-environmental behaviors (PEBs). A national self-administered questionnaire survey was performed in Taiwan and 733 responses were analyzed empirically. Structural equation modeling analysis indicated that an individual’s altruistic values are positively related to his or her ecological worldviews. An individual’s ecological worldviews are positively related to his or her psychological distance perception of climate change and environmental concerns regarding the negative consequences of climate change. Such environmental concerns positively motivate engagement in PEBs. However, an individual’s psychological distance perception of climate change does not positively relate to his or her PEBs.

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Abstract or concrete? The effect of climate change images on people’s estimation of egocentric psychological distance

Public Understanding of Science ◽

10.1177/0963662519865982 ◽

2019 ◽

Vol 28 (7) ◽

pp. 828-844 ◽

Cited By ~ 1

Author(s):

Ran Duan ◽

Bruno Takahashi ◽

Adam Zwickle

Keyword(s):

Climate Change ◽

Psychological Distance ◽

Construal Level Theory ◽

Construal Level ◽

Direct Experience ◽

Experimental Conditions ◽

Level Of Abstraction

Climate change has been widely perceived as a psychologically distant risk, largely viewed as separated from one’s direct experience. Using construal-level theory, we examined how the level of abstraction and concreteness of climate change imagery affects viewers’ perceived psychological distance of climate change, including spatial, temporal, social, and hypothetical (level of uncertainty) distances. Participants ( n = 402) were randomly assigned to one of two experimental conditions, one with abstract images and one with concrete images. Results show that the abstract and concrete images successfully activated people’s abstract and concrete mind-sets, respectively, and people who viewed abstract images were more likely to perceive climate change as a spatially and temporally distant issue.

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How Effective Are Concrete and Abstract Climate Change Images? The Moderating Role of Construal Level in Climate Change Visual Communication

Science Communication ◽

10.1177/10755470211008192 ◽

2021 ◽

pp. 107554702110081

Author(s):

Ran Duan ◽

Bruno Takahashi ◽

Adam Zwickle

Keyword(s):

Climate Change ◽

Behavioral Intentions ◽

Visual Communication ◽

Construal Level ◽

The Public ◽

Climate Change Responses ◽

Level Of Concern ◽

Moderating Role ◽

Practical Implications

Relying on construal-level theory, we experimentally test how the level of concreteness and abstraction of climate change imagery affects climate change responses among a diverse sample of U.S. adults ( N = 448). Results show that concrete visual messaging practices cannot directly lead to increased level of concern or behavioral intentions. Instead, they may backfire for conservatives, less-efficacious people, and people who are low in proenvironmental values. Our findings contribute to the effective climate change visual communication literature by incorporating a construal-level perspective, while also offering practical implications regarding how to use visuals more effectively to engage the public with climate change.

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