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.

依靠解释水平理论，我们通过实验测试了具体程度和气候变化图像的抽象程度如何影响美国成年人样本（N = 448）中的气候变化响应。结果表明，具体的视觉消息传递实践不能直接导致关注度或行为意图的提高。相反，它们可能对保守派，效率低下的人以及环保价值低的人适得其反。我们的发现通过纳入一个解释性的观点，为有效的气候变化视觉传播文献做出了贡献，同时还提供了有关如何更有效地利用视觉使公众参与气候变化的实际启示。