Abstract
Video-type information provision can be one of the strategies for enhancing people's attitudes and behavior in environmentally friendly directions. Previous studies have only investigated the overall effects on people's attitudes, so the kinds of technical expressions in videos that are effective for enhancing attitudes and intentions for global warming are yet unknown. Here we show the processes of video-element evaluations on the goal intention and behavioral intention for global warming solutions through overall and impression evaluations and psychological processes. We utilize videos created by the Advertising Council, Japan, and develop a model. The results show that among the psychological constituents, belief in the effectiveness and feasibility evaluation had a greater effect on intentions. Among the precedent variables, the moved and understood levels had a higher influence on intentions. Our results suggest that simple expressions and direct messages are more effective for enhancing people's attitudes and intentions for global warming.
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