According to Hokkaido University, in 2014, the research group conducted an Internet-based questionnaire survey of 20 men and women aged 69 to 1 who were registered on the monitor of a research company.Regarding the combination of virtual coral reef conservation measures and donation amount, respondents are asked to (573) a group that does not provide prior explanations (2) a group that gives a brief explanation with photos and figures (XNUMX) a group that gives detailed explanations with photos and charts (XNUMX) a two-and-a-half-minute video I asked them to divide into the groups explained in.

　As a result, the amount of money that could be donated increased by 12 to 19% in the group that received brief and detailed explanations.On the other hand, the group explained in the video decreased by 5 to 7%.The research group believed that the group explained in the video would increase the donation amount most, but the result was disappointing.

　The research group suspected that the video viewing time was longer than the text and charts, so the respondents did not continue to concentrate, and the respondents who were survey monitors for rewards were frustrated.It is the first time in the world that a nationwide survey has shown that "videos are not always good (even negative effects can be given)" even though the survey method is special and the cause could not be identified.

　Based on this result, the research group concludes that the quality and quantity of information and the proper use of media are necessary to effectively convey complex information to the general public in science communication.

Paper information:[Ecosystem Services] Valuation of coral reefs in Japan: Willingness to pay for conservation and the effect of information