How Distant is Climate Change? Construal Level Theory Analysis of German and Taiwanese Students Statements

Abstract

The usefulness of Construal Level Theory to understand how people mentally represent climate change has been recognized by a number of authors in recent years. Yet, empirical studies that analyse both psychological distance and construal levels of climate change are still rare. We fill this gap by investigating the perceived geographical, temporal and social dimensions of climate change and by analyzing the construal levels employed by the participants of our research. Participants comprise two groups of university students (in Taiwan and in Germany) that carried out a 10 Statements Test on climate change. Results suggest that climate change is still perceived as distant. Nevertheless, we identified differences between the two groups in the construal levels employed. We reflect on the role of culture in the choice of different construal, on the potentials of Construal Level Theory to systematically analyse individualsúnderstandings of climate change and we illustrate the implications of our results for future climate communication strategies. Contribution/ Originality: This study is one of very few studies which have investigated cultural differences in construal levels and psychological distances of climate change. To do so, it provides in depth empirical analysis of climate change perception based on Construal Level Theory.