What Sells Better in Green Communications:Fear or Hope?
研究比较了恐惧诉求与希望诉求在绿色沟通中的效果，发现当环境问题被框定为全球性时，恐惧诉求更能提升关注、态度和行为意向；而框定为地方性时则相反。
<h3>ABSTRACT</h3> This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local. Results showed that when the environmental issue was framed as global, a fear appeal enhanced viewers9 attention, positive attitude toward the green issue, and behavioral intention more than a hope appeal did. The opposite was found when the environmental issue was framed as local. To enhance external validity, Study 2 incorporated actual donation amount and replicated the results found in Study 1. Perspective taking, the act of viewing a situation or understanding of a concept from an alternative point of view, served as an underlying mechanism.