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Stories vs. facts: triggering emotion and action-taking on climate change

Author

Listed:
  • Brandi S. Morris

    (Aarhus University)

  • Polymeros Chrysochou

    (Aarhus University
    University of South Australia)

  • Jacob Dalgaard Christensen

    (Swedish University of Agricultural Sciences)

  • Jacob L. Orquin

    (Aarhus University
    Reykjavik University)

  • Jorge Barraza

    (University of Southern California)

  • Paul J. Zak

    (Claremont Graduate University)

  • Panagiotis Mitkidis

    (Aarhus University
    Duke University)

Abstract

Climate change is an issue which elicits low engagement, even among concerned segments of the public. While research suggests that the presentation of factual information (e.g., scientific consensus) can be persuasive to some audiences, there is also empirical evidence indicating that it may also increase resistance in others. In this research, we investigate whether climate change narratives structured as stories are better than informational narratives at promoting pro-environmental behavior in diverse audiences. We propose that narratives structured as stories facilitate experiential processing, heightening affective engagement and emotional arousal, which serve as an impetus for action-taking. Across three studies, we manipulate the structure of climate change communications to investigate how this influences narrative transportation, measures of autonomic reactivity indicative of emotional arousal, and pro-environmental behavior. We find that stories are more effective than informational narratives at promoting pro-environmental behavior (studies 1 and 3) and self-reported narrative transportation (study 2), particularly those with negatively valenced endings (study 3). The results of study 3 indicate that embedding information in story structure influences cardiac activity, and subsequently, pro-environmental behavior. These findings connect works from the fields of psychology, neuroscience, narratology, and climate change communication, advancing our understanding of how narrative structure influences engagement with climate change through emotional arousal, which likely incites pro-environmental behavior as the brain’s way of optimizing bodily budgets.

Suggested Citation

  • Brandi S. Morris & Polymeros Chrysochou & Jacob Dalgaard Christensen & Jacob L. Orquin & Jorge Barraza & Paul J. Zak & Panagiotis Mitkidis, 2019. "Stories vs. facts: triggering emotion and action-taking on climate change," Climatic Change, Springer, vol. 154(1), pages 19-36, May.
    • Handle: RePEc:spr:climat:v:154:y:2019:i:1:d:10.1007_s10584-019-02425-6
    DOI: 10.1007/s10584-019-02425-6
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    Cited by:

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    3. Ben Yang & Ningning Wu & Zepeng Tong & Yan Sun, 2022. "Narrative-Based Environmental Education Improves Environmental Awareness and Environmental Attitudes in Children Aged 6–8," IJERPH, MDPI, vol. 19(11), pages 1-19, May.
    4. Heidi Hendersson & Christine Wamsler, 2020. "New stories for a more conscious, sustainable society: claiming authorship of the climate story," Climatic Change, Springer, vol. 158(3), pages 345-359, February.
    5. Uglješa Stankov & Viachaslau Filimonau & Miroslav D. Vujičić & Biljana Basarin & Adam B. Carmer & Lazar Lazić & Brooke K. Hansen & Danijela Ćirić Lalić & Dino Mujkić, 2023. "Ready for Action! Destination Climate Change Communication: An Archetypal Branding Approach," IJERPH, MDPI, vol. 20(5), pages 1-11, February.
    6. Neide P. Areia & Alexandre O. Tavares & José Manuel Mendes, 2021. "Environment Actors Confronting a Post Climate-Related Disaster Scenario: A Feasibility Study of an Action-Based Intervention Aiming to Promote Climate Action," IJERPH, MDPI, vol. 18(11), pages 1-14, June.
    7. Otterbring, Tobias & Folwarczny, Michał, 2024. "Social validation, reciprocation, and sustainable orientation: Cultivating “clean†codes of conduct through social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Adebanke L. Adebayo & Rochelle Davidson Mhonde & Nathaniel DeNicola & Edward Maibach, 2020. "The Effectiveness of Narrative Versus Didactic Information Formats on Pregnant Women’s Knowledge, Risk Perception, Self-Efficacy, and Information Seeking Related to Climate Change Health Risks," IJERPH, MDPI, vol. 17(19), pages 1-13, September.
    9. Linda Lütkes & Leonie Tuitjer & Peter Dirksmeier, 2023. "Sailing to save the planet? Media-produced narratives of Greta Thunberg’s trip to the UN Climate Summit in German print newspapers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    10. Candice Howarth & Laurie Parsons, 2021. "Assembling a coalition of climate change narratives on UK climate action: a focus on the city, countryside, community and home," Climatic Change, Springer, vol. 164(1), pages 1-19, January.
    11. Sabrina Vitting-Seerup & Kristine Marie Berg & Elin Ferm & Laura Thinggaard Hjortkjær & Brendan Killeen & Sarah Kisbye & Jens Good Kristoffersen & Cecilie Vad Mathiesen & Marianne Achiam, 2023. "Co-creating Sustainability Science Communication Through Aesthetic Formats: This is What a Transdisciplinary Moment Looks Like," Journal of Education for Sustainable Development, , vol. 17(2), pages 179-199, September.
    12. Karolina Kaczorowska & Jodie Conduit & Steven Goodman, 2024. "Engaging through storytelling: the interplay of engagement with a story, cause, and charity," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 265-292, May.
    13. Mona Mijthab & Raluca Anisie & Omar Crespo, 2021. "Mosan: Combining Circularity and Participatory Design to Address Sanitation in Low-Income Communities," Circular Economy and Sustainability, Springer, vol. 1(3), pages 1165-1191, November.
    14. Mihaela Catalina Neculau, 2020. "Preferred Realities in the Construction of Professional Identity for Nurses in Training," Logos Universalitate Mentalitate Educatie Noutate - Sectiunea Stiinte Sociale/ Logos Universality Mentality Education Novelty - Section: Social Sciences, Editura Lumen, Department of Economics, vol. 9(1), pages 37-64, August.
    15. Kimberly Bryan & Sarah Ward & Liz Roberts & Mathew P. White & Owen Landeg & Tim Taylor & Lindsey McEwen, 2020. "The health and well-being effects of drought: assessing multi-stakeholder perspectives through narratives from the UK," Climatic Change, Springer, vol. 163(4), pages 2073-2095, December.
    16. Lindsay B. Miller, 2025. "From Persuasion Theory to Climate Action: Insights and Future Directions for Increasing Climate-Friendly Behavior," Sustainability, MDPI, vol. 17(7), pages 1-33, March.
    17. Natasha A. Strydhorst, 2025. "A temperature check on climate communication: where are we?," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-12, December.
    18. Andrea Byfuglien & Valborg Kvakkestad & Stefania Innocenti, 2025. "Mitigation and adaptation in agriculture: effects of framing on farmers’ policy support and sustainable practices," Climatic Change, Springer, vol. 178(4), pages 1-22, April.

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