Targeting Social Messages with Emotions of Change: The Call for Optimism

Abstract

With the goal to improve the effectiveness and impact of communication messages delivered by social marketers, this research focuses on understanding variables that may be relevant in developing effective social marketing messages for the substantive domain of disposable plastic bottled water consumption. The authors examine the affective states associated with different stages of consumer change related to wasteful repetitive consumption behavior (i.e., disposable plastic bottled water consumption). With two empirical studies, the authors identify guilt, hope, pride, and optimism as relevant triggers of increased intent to manage personal consumption in pursuit of a desirable social outcome (i.e., reduction of disposable plastic bottled water consumption). While guilt, hope, and pride are relevant self-referential emotions to initial stages of change (Study 1), optimism is a principal construct in motivating people to adopt and maintain the behavior over time (Study 2). These results have valuable theoretical and practical implications for social marketers and public policy makers.