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

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  • Claudia R Schneider
  • Lisa Zaval
  • Elke U Weber
  • Ezra M Markowitz

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.

Suggested Citation

  • Claudia R Schneider & Lisa Zaval & Elke U Weber & Ezra M Markowitz, 2017. "The influence of anticipated pride and guilt on pro-environmental decision making," PLOS ONE, Public Library of Science, vol. 12(11), pages 1-14, November.
    • Handle: RePEc:plo:pone00:0188781
    DOI: 10.1371/journal.pone.0188781
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    References listed on IDEAS

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    1. Connolly, Terry & Reb, Jochen & Kausel, Edgar E., 2013. "Regret salience and accountability in the decoy effect," Judgment and Decision Making, Cambridge University Press, vol. 8(2), pages 136-149, March.
    2. Hang Lu & Jonathon Schuldt, 2015. "Exploring the role of incidental emotions in support for climate change policy," Climatic Change, Springer, vol. 131(4), pages 719-726, August.
    3. S. Steenhaut & P. Van Kenhove, 2006. "The Mediating Role of Anticipated Guilt in Consumers’ Ethical Decision-Making," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/370, Ghent University, Faculty of Economics and Business Administration.
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