{"id":71108,"date":"2024-01-19T15:55:00","date_gmt":"2024-01-19T15:55:00","guid":{"rendered":"https:\/\/www.lse.ac.uk\/granthaminstitute\/?post_type=publication&p=71108"},"modified":"2024-08-19T14:39:53","modified_gmt":"2024-08-19T13:39:53","slug":"cli-fi-videos-can-increase-charitable-donations-experimental-evidence-from-the-united-kingdom","status":"publish","type":"publication","link":"https:\/\/www.lse.ac.uk\/granthaminstitute\/publication\/cli-fi-videos-can-increase-charitable-donations-experimental-evidence-from-the-united-kingdom\/","title":{"rendered":"Cli-fi videos can increase charitable donations: experimental evidence from the United Kingdom"},"content":{"rendered":"\n

Recent research has begun to investigate if climate fiction, or cli-fi, can increase people’s support for pro-climate initiatives. Emerging evidence focuses on whether cli-fi stories affect people’s self-reported emotions, attitudes, and intentions. Few studies, however, examine the effect of such stories on revealed behavior, and whether the cli-fi story medium, i.e., whether stories are presented in text, audio, or audio-visual format, matters. We investigate the causal effect of cli-fi stories, and the medium through which they are communicated (textual, audio, or audio-visual) on self-reported support for climate policy, individual and collective action intentions, and a revealed measure of charitable donations. In a pre-registered online experiment (n<\/em> = 1,085 UK adults), participants were randomly assigned to one of 5 conditions – to read scientific information about climate change (scientific information condition), read a story unrelated to the environment (control), read a cli-fi story in which a protagonist took intentional pro-environmental actions (fiction text), listen to the same cli-fi story in audio format (fiction audio), or watch an animation of the cli-fi story (fiction video). When comparing the fiction-text, fact-text, and control conditions, we found that cli-fi stories are not always more effective than alternative climate communications: participants in the fact-text condition reported higher support for climate policies, and intentions of taking individual environmental actions, and negative feelings of sadness, disappointment, and guilt, compared to the text-based control and cli-fi text condition. When comparing the cli-fi media format, we found that cli-fi videos were most effective in increasing pro-environmental charitable donations in an incentivized choice task, and self-reported feelings of happiness, hope, and inspiration. The findings show that scientific information about the climate and climate-fiction have an important place in the climate communications toolkit and can offer distinct pathways to enhance support for policy and behavioral change. Communicators seeking to inspire individual pro-environmental actions can consider telling cli-fi stories in video, which may be more compelling. And communicators seeking to enhance public support for societal changes, via climate policies, may benefit from disseminating scientific information about climate change.<\/p>\n\n\n\n

Shreedhar G, Sabherwal A and Maldonado R (2024) Cli-fi videos can increase charitable donations: experimental evidence from the United Kingdom. Front. Psychol<\/em>. 14:1176077. doi: 10.3389\/fpsyg.2023.1176077<\/strong><\/p>\n\n","protected":false},"excerpt":{"rendered":"\n

Recent research has begun to investigate if climate fiction, or cli-fi, can increase people’s support for pro-climate initiatives. 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