Chang is watching television when an ad about climate change comes on.Normally,he doesn't pay much attention to these ads,but this time the ad features his home city of Victoria,BC.The ad's focus on Chang's city has a significant impact on him and he decides to sign up for his local environmental group to try and help out in any way he can.The idea that the ad impacted Chang due to its focus on something meaningful/close to him,is an example of the

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The ad impacted Chang because it focused on something personally meaningful to him, which is an example of construal-level theory. This theory suggests that the psychological distance of events influences how we perceive and react to them. In this case, the ad's focus on Chang's home city made the issue of climate change feel more immediate and personal, leading to a stronger reaction.

Chang Is Watching Television When an Ad About Climate Change