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.
Highlights
A growing body of research points to the central role that the anticipation of future affective states plays in shaping future- and other-oriented decision making [1, 2]
To test that effects did not differ across induction methods, the models assessed the effects of the three induction methods, as well as differences in the effect of anticipated pride versus guilt, as well as potential interactions between induction method and the two types of anticipated emotions
We find evidence that there are distinct differences in the effect on pro-environmental behavioral intentions when inducing people to anticipate the pride they would feel related to pro-environmental action compared to the guilt they would feel from inaction
Summary
A growing body of research points to the central role that the anticipation of future affective states plays in shaping future- and other-oriented decision making [1, 2]. Engaging pro-social behaviors, such as helping victims in need or donating money to a charitable organization, may be sensitive to such processes [3]. The anticipation of future affective states, both positive and negative, may be a powerful motivator of taking positive actions on behalf of others, among those that carry strong personal and/or cultural norms of caring for others. We extend the growing literature on anticipated emotions to examine how two specific states–anticipating feeling pride and guilt —compare in their influence on pro-environmental decision making and behavioral intentions.
Sign-in/Register to view highlights & summary 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 callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
