ABSTRACT Applying the framework of Construal Level Theory (CLT), this study tested the effects of an environmental ad describing the distant-future (i.e. end of the twenty-first century) vs. near-future (i.e. next summer) consequences of climate change using a sample of college students in the U.S. and South Korea. Consistent with the proposed empirical model in this study, lower perceived temporal distance of climate change generally led to higher perceived relevance of the event and more positive attitude and greater intention toward the sustainable consumption suggested in the ad (i.e. using Energy Star® qualified bulbs). However, the effects of temporal framing on the variables were moderated by the culture-specific ways in which the participants represented time and interpreted temporal information. In response to the distant-future frame, South Korean participants tended to report significantly shorter perceived temporal distance, thus presenting higher levels perceived relevance, stronger pro-environmental attitudes, and stronger behavioral intention than their U.S. counterparts. Overall, the findings of this study have meaningful implications for the external validity of CLT and for the development of effective climate change awareness campaigns targeting different audiences around the world.

中文翻译：

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文化背景在时间框架中的调节作用：关注气候变化意识广告

摘要 本研究应用解释水平理论 (CLT) 的框架，测试了描述气候变化的遥远未来（即 21 世纪末）与近期（即明年夏天）后果的环境广告的影响使用美国和韩国大学生的样本。与本研究中提出的经验模型一致，气候变化的感知时间距离越短，通常会导致事件的感知相关性更高，以及对广告中建议的可持续消费（即使用能源之星®合格灯泡）更积极的态度和更大的意图. 然而，时间框架对变量的影响受到参与者代表时间和解释时间信息的文化特定方式的调节。响应遥远的未来框架，与美国同行相比，韩国参与者倾向于报告明显更短的感知时间距离，因此表现出更高水平的感知相关性、更强的环保态度和更强的行为意图。总体而言，这项研究的结果对 CLT 的外部有效性以及针对世界各地不同受众开展有效的气候变化意识运动具有重要意义。