Personal Testimonials and Empathy in Environmental Risk Communication—Their Effects on Reflective Thoughts, Risk Perception, and Behavioral Intentions

Environmental risks related to climate change are on the rise worldwide. This study examines how empathy with personal testimonials of homeowners affected by such risks can stimulate reflective thoughts, risk perception, and intention to take protective measures. A sample of homeowners saw risk awareness videos about different types of environmental risks (storm, hail), with or without personal testimonials of homeowners affected by those risks. The stimulus videos were embedded on an information website for homeowners about environmental risks. Participants were asked to view the video, browse the website, and report their thoughts, feelings, and behavioral intentions. As expected, personal testimonials elicited higher levels of empathy, predicting higher levels of reflective thoughts, self- and other-related risk perception, intention to protect one’s own home, and intention to share the information website with other homeowners.