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Effectively communicating the issue of climate change and related threats can be challenging for climate scientists, practitioners, and scholars. Environmental messages are so prevalent in the everyday media landscape that audience members often-times do not give them adequate attention. One potential avenue to educate the public and explain the risks of climate change may be through Public Service Announcements (PSAs). A randomized experiment was conducted to test a model informed by Protection Motivation Theory. The model suggests that exposure to a climate change PSA (versus a no-message control) is positively associated with self-efficacy and response efficacy, which are in turn associated with pro-environmental behavioral intentions. Results indicate support for the proposed model among participants with low preexisting environmental beliefs, and a ceiling effect for those with high beliefs. Counter to expectations, a  reinforcement effect  was observed; the PSA had a negative effect on those with unfavorable preexisting beliefs. Implications for environmental communication theory and message design are discussed.

Examining Pre-existing Environmental Beliefs: Using a PSA to Investigate the Role of Self-Efficacy and Response Efficacy on Behavioral Intentions