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

Abstract

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.