Can you picture it? Effects of positive and negative depictions of climate futures on climate action intentions

Media messages about climate change are often negative, depicting dire future consequences if action is not taken. While the fear elicited by such messages may motivate audiences, there is growing evidence that hope is also an important driver of engagement in climate action. We conducted a pre-registered experiment with U.S. adults to examine how depictions of positive and negative climate futures (separately and in combination) impact climate action intentions through emotions, counterarguing, and ability to imagine a positive future. We also examined collective efficacy and government efficacy as moderators. Findings shed light on the under-researched impacts of positive climate messaging, revealing benefits as well as risks. Moreover, results highlight the potential for counterarguing to hinder desirable responses to climate futures messaging, offer insights into effects of messages featuring both positive and negative elements, and point to the importance of audiences’ pre-existing government and collective efficacy beliefs in the processing of climate messages. •An online experiment tested effects of desirable (positive alternative) and undesirable (cautionary) descriptions of possible climate futures.•Government and collective efficacy moderate responses to messages.•A cautionary message motivated action through fear and this effect was strongest among those with high collective efficacy.•Positive alternative messages can inhibit action via counterarguing among audiences with lower levels of efficacy.