Guilt and Shame: Environmental Message Framing Effects
研究内疚和羞耻两种负面情绪如何影响人们对环保广告的反应，发现内疚者更易被收益框架说服，羞耻者更易被损失框架说服，且该效应在高努力条件下更显著。
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 using nonstudent adults. In Study 3, participants react to a recycling ad as they did in Studies 1 and 2 when they expend high effort by transcribing the recycle pledge before they view the ad, but not when they expend low effort by reading the pledge first. The findings overall provide converging evidence for the interplay between negative emotions and message framing. Theoretical and practical implications are discussed for developing environmental advertising message strategies.