Affective, cognitive and behavioral impact of environmental videos: news, documentary & TED Talk

Abstract

This research proposes a scale to measure three types of impact in environmental communication: cognitive,
affective, and behavioral. In an experiment, 181 participants watched three videos (news, documentaries, and TED Talks) and answered an online Likert scale questionnaire of 30 items. In the results, Cronbach's alpha was examined,
the corrected item-total correlation rate was analyzed, and the difficulty index as well as the Kaiser-Meyer-Olkin (KMO) test were calculated for all items of the questionnaire. A factor analysis was carried out to determine the items with the greatest effect on the result, and the correlation between the type of format and the type of impact was observed. A general ranking was calculated and one more for each type of impact in the three videos. A qualitative analysis was performed with ATLAS.ti. The findings show that personal narrative, images, and perception of self-efficacy are key elements in environmental behavioral motivation.