Abstract
Substantial research examines the cognitive factors underlying proenviron-mental message effectiveness. In contrast, this study investigates the role of emotion, fear and hope specifically, in the gain/loss framing of environmental policy initiatives. The 2 (threat vs. no threat) × 2 (gain- vs. loss-framed efficacy) experiment revealed emotion, especially hope, as a key mediator between gain-framed messages and desired climate change policy attitudes and advocacy. Results further supported the value of sequencing emotional experiences to enhance persuasive effect. This research offers an inaugural test of emotional flow theorizing and highlights the need for additional research on emotional processes in environmental communication.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
