Testing the influence of visual framing on engagement and pro‐environmental action

Although images play a significant role in environmental communications, few studies have empirically examined whether positive or negative images are more effective at engaging attention and promoting behavior change. We conducted a 6-week public experiment at the Florida Museum of Natural History in Gainesville, Florida, to test whether viewing a photography exhibit featuring images of the impacts of marine plastic pollution on ocean ecosystems (negative valence) or images of pristine ocean ecosystems (positive valence) would increase engagement, monetary donations to conservation, and pledges to help protect the ocean from plastic pollution. We tracked 1179 adults while observing the negative exhibit and 1304 adults while observing the positive exhibit. Of the adults tracked, significantly more engaged with the negative exhibit (270; 22.90%) than the positive exhibit (159; 12.19%). The mean number of pledges per visitor for the negative exhibit was significantly higher than for the positive exhibit. However, there was not a significant difference in donations between the two exhibits. These results suggest that environmental organizations that seek to capture attention should consider using images that show the negative impacts of human behavior on the environment.