Guilt and Shame: Environmental Message Framing Effects
Abstract
The authors examine how two negative emotions—guilt and shame—influence responses to environmental ad messages framed as gains or losses. In Study 1, participants primed with guilt express higher intention to conserve water after they view a gain-framed water conservation ad; participants primed with shame express higher conservation intention after they view a loss-framed ad. Study 2 replicates and supports the proposed matching hypothesis...
Paper Details
Title
Guilt and Shame: Environmental Message Framing Effects
Published Date
May 11, 2017
Journal
Volume
46
Issue
3
Pages
440 - 453
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