IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i14p8923-d867698.html
   My bibliography  Save this article

The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change

Author

Listed:
  • Xushan Sheng

    (School of Management, Zhejiang University, Hangzhou 310058, China
    Department of Public Policy, City University of Hong Kong, Hong Kong 999077, China)

  • Tiantian Mo

    (School of Management, Zhejiang University, Hangzhou 310058, China)

  • Xinyue Zhou

    (School of Management, Zhejiang University, Hangzhou 310058, China)

Abstract

Urgency perception plays a vital role in addressing the issue of climate change. However, little is known about how to promote the perceived urgency of climate change and its potential influence on proenvironmental intention and behavior. This research focuses on a potentially significant but less studied factor in video communication: video playback speed. The current research explores the effectiveness of video playback speed as a subtle behavioral nudge to influence urgency perception and proenvironmental response in the context of climate change. We conducted two survey-embedded experiments in which participants watched a climate change video playing at either normal or fast speed and then completed measurements. Data were collected first in an undergraduate sample ( n = 75) and then in a general population sample ( n = 300) and analyzed using Mann–Whitney U tests, chi-squared tests, and moderation analysis in SPSS. The results reveal that a fast playback speed of climate change video decreases the perceived urgency of climate change for younger consumers, not for older consumers. However, video playback speed does not influence proenvironmental intention and behavior. These findings enhance understanding of when video playback speed affects urgency perception and proenvironmental tendency, and provide valuable insights for climate change communication.

Suggested Citation

  • Xushan Sheng & Tiantian Mo & Xinyue Zhou, 2022. "The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8923-:d:867698
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/14/8923/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/14/8923/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. repec:hal:spmain:info:hdl:2441/61ih2qtadc8g1894enmudd2f09 is not listed on IDEAS
    2. Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
    3. Binder, Martin & Blankenberg, Ann-Kathrin, 2016. "Environmental concerns, volunteering and subjective well-being: Antecedents and outcomes of environmental activism in Germany," Ecological Economics, Elsevier, vol. 124(C), pages 1-16.
    4. Linyun W. Yang & Keisha M. Cutright & Tanya L. Chartrand & Gavan J. Fitzsimons, 2014. "Distinctively Different: Exposure to Multiple Brands in Low-Elaboration Settings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 973-992.
    5. Adrian Brügger & Suraje Dessai & Patrick Devine-Wright & Thomas A. Morton & Nicholas F. Pidgeon, 2015. "Psychological responses to the proximity of climate change," Nature Climate Change, Nature, vol. 5(12), pages 1031-1037, December.
    6. Kenneth C. Herbst & Eli J. Finkel & David Allan & Gráinne M. Fitzsimons, 2012. "On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 909-919.
    7. Yujie Zhao & Xinyue Zhou, 2022. "Income and geographically constrained generosity," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 766-787, June.
    8. Yael Shani-Feinstein & Ellie J Kyung & Jacob Goldenberg, 2022. "Moving, Fast or Slow: How Perceived Speed Influences Mental Representation and Decision Making [Seeing the Big Picture: The Effect of Height on the Level of Construal]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(3), pages 520-542.
    9. Daniel Sloot & Lise Jans & Linda Steg, 2021. "Is an Appeal Enough? The Limited Impact of Financial, Environmental, and Communal Appeals in Promoting Involvement in Community Environmental Initiatives," Sustainability, MDPI, vol. 13(3), pages 1-28, January.
    10. Mahardika, Harryadin & Thomas, Dominic & Ewing, Michael Thomas & Japutra, Arnold, 2020. "Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chun-Hsi Vivian Chen & Yu-Cheng Chen, 2021. "Assessment of Enhancing Employee Engagement in Energy-Saving Behavior at Workplace: An Empirical Study," Sustainability, MDPI, vol. 13(5), pages 1-18, February.
    2. Sebastian Brumann & Ulrike Ohl & Johannes Schulz, 2022. "Inquiry-Based Learning on Climate Change in Upper Secondary Education: A Design-Based Approach," Sustainability, MDPI, vol. 14(6), pages 1-29, March.
    3. Chunhao Wei & Han Chen & Yee Ming Lee, 2022. "COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 581-600, September.
    4. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Samahita, Margaret & Holm, Håkan J., 2020. "Mining for Mood Effect in the Field," Working Papers 2020:2, Lund University, Department of Economics.
    6. Inés López López & Salvador Ruiz de Maya, 2012. "When hedonic products help regulate my mood," Marketing Letters, Springer, vol. 23(3), pages 701-717, September.
    7. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    8. József Kádár & Martina Pilloni & Tareq Abu Hamed, 2023. "A Survey of Renewable Energy, Climate Change, and Policy Awareness in Israel: The Long Path for Citizen Participation in the National Renewable Energy Transition," Energies, MDPI, vol. 16(5), pages 1-16, February.
    9. Mansoora Ahmed & Sun Zehou & Syed Ali Raza & Muhammad Asif Qureshi & Sara Qamar Yousufi, 2020. "Impact of CSR and environmental triggers on employee green behavior: The mediating effect of employee well‐being," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2225-2239, September.
    10. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    11. Mock, Mirijam & Omann, Ines & Polzin, Christine & Spekkink, Wouter & Schuler, Julia & Pandur, Vlad & Brizi, Ambra & Panno, Angelo, 2019. "“Something inside me has been set in motion”: Exploring the psychological wellbeing of people engaged in sustainability initiatives," Ecological Economics, Elsevier, vol. 160(C), pages 1-11.
    12. Susana Ferreira, 2024. "Extreme Weather Events and Climate Change: Economic Impacts and Adaptation Policies," Annual Review of Resource Economics, Annual Reviews, vol. 16(1), pages 207-231, October.
    13. Drichoutis, Andreas & Nayga, Rodolfo & Klonaris, Stathis, 2010. "The Effects of Induced Mood on Preference Reversals and Bidding Behavior in Experimental Auction Valuation," MPRA Paper 25597, University Library of Munich, Germany.
    14. repec:cup:judgdm:v:9:y:2014:i:3:p:287-296 is not listed on IDEAS
    15. Barta, Sergio & Belanche, Daniel & Fernández, Ana & Flavián, Marta, 2023. "Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    16. Genovaitė Liobikienė & Mykolas Simas Poškus, 2019. "The Importance of Environmental Knowledge for Private and Public Sphere Pro-Environmental Behavior: Modifying the Value-Belief-Norm Theory," Sustainability, MDPI, vol. 11(12), pages 1-19, June.
    17. Bailey, James R., 1997. "Need for cognition and response mode in the active construction of an information domain," Journal of Economic Psychology, Elsevier, vol. 18(1), pages 69-85, February.
    18. Tianjun Feng & L. Robin Keller & Ping Wu & Yifan Xu, 2014. "An Empirical Study of the Toxic Capsule Crisis in China: Risk Perceptions and Behavioral Responses," Risk Analysis, John Wiley & Sons, vol. 34(4), pages 698-710, April.
    19. Päivi Lujala & Sosina Bezu & Ivar Kolstad & Minhaj Mahmud & Arne Wiig, 2020. "How do host–migrant proximities shape attitudes toward internal climate migrants?," CMI Working Papers 2, CMI (Chr. Michelsen Institute), Bergen, Norway.
    20. Samahita, Margaret & Holm, Håkan J., 2023. "No mood effects in the field: The case of car inspections," Journal of Economic Psychology, Elsevier, vol. 96(C).
    21. Audronė Minelgaitė & Genovaitė Liobikienė, 2021. "Changes in pro-environmental behaviour and its determinants during long-term period in a transition country as Lithuania," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(11), pages 16083-16099, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8923-:d:867698. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.