The Impact of Comics on Knowledge, Attitude, and Behavioral Intentions Related to Wind Energy

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Paper Session: Visual Communication Studies Interactive Poster Session

Abstract

This study compares two modes of presenting information intended to debunk “myths” about wind energy in brochure form—one using photographs and the other using cartoons as visual aids—on audience’s knowledge, attitudes and behavioral intentions. In an online experiment, participants were randomly assigned to the two treatments. The results indicate no significant difference between the two groups in terms of knowledge and attitudes, but those shown the cartoon or comics version showed stronger behavioral intentions than the photo group. Those exposed to the cartoon-aided brochure found it more informative, interesting, and cognitively engaging. Those presented with the photo version found the brochure more credible. The photo group registered significant correlations between knowledge and attitude, and between attitude and behavioral intentions. The comics group, on the other hand, registered significant correlations between knowledge and attitudes, knowledge and behavioral intentions, and attitudes and behavioral intentions.

Authors

• Lulu Rodriguez, University of Illinois at Urbana-Champaign

• Xiao Lin, Iowa State U