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The influence of anticipated pride and guilt on pro-environmental decision making.

Author(s): Schneider, Claudia R; Zaval, Lisa; Weber, Elke U; Markowitz, Ezra M

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Abstract: The present research explores the relationship between anticipated emotions and pro-environmental decision making comparing two differently valenced emotions: anticipated pride and guilt. In an experimental design, we examined the causal effects of anticipated pride versus guilt on pro-environmental decision making and behavioral intentions by making anticipated emotions (i.e. pride and guilt) salient just prior to asking participants to make a series of environmental decisions. We find evidence that anticipating one's positive future emotional state from green action just prior to making an environmental decision leads to higher pro-environmental behavioral intentions compared to anticipating one's negative emotional state from inaction. This finding suggests a rethinking in the domain of environmental and climate change messaging, which has traditionally favored inducing negative emotions such as guilt to promote pro-environmental action. Furthermore, exploratory results comparing anticipated pride and guilt inductions to baseline behavior point toward a reactance eliciting effect of anticipated guilt.
Publication Date: 30-Nov-2017
Citation: Schneider, Claudia R, Zaval, Lisa, Weber, Elke U, Markowitz, Ezra M. (2017). The influence of anticipated pride and guilt on pro-environmental decision making.. PloS one, 12 (11), e0188781 - ?. doi:10.1371/journal.pone.0188781
DOI: doi:10.1371/journal.pone.0188781
ISSN: 1932-6203
EISSN: 1932-6203
Pages: 1 - 14
Language: eng
Type of Material: Journal Article
Journal/Proceeding Title: PloS one
Version: Final published version. Article is made available in OAR by the publisher's permission or policy.

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