The Role of Fictional Film Exposure and Narrative Engagement for Personal Norms, Guilt and Intentions to Protect The Climate

Using an integration of Norm Activation Theory, Value-Belief-Norm Theory and Narrative Persuasion, this study investigates the ability of an eco-dystopian science fiction film set in a world of excessive solar radiation to support intentions for pro-environmental behavior. Specifically, the influence of narrative engagement and explicit references to human responsibility for climate change are tested. A 2 (high vs. low narrative engagement) x 3 (human responsibility frame vs. temperature frame vs. no frame) plus control group (no film) experiment was conducted (n = 257). Results show that compared to the control condition, the film had an indirect effect on behavioral intentions by raising the personal norm (a sense of personal obligation to act). The temperature change and human responsibility frames did not show any influence, while narrative engagement had an indirect effect on intentions by increasing guilt. The results are discussed with regard to their theoretical and practical implications.