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The Influence of Anticipated Pride and Guilt on Pro-Environmental Decision Making

Sustainability messaging often suggests that people will feel guilty if they don’t make pro-environment lifestyle choices or take steps to ameliorate climate change. A study from Princeton University, however, finds that highlighting the pride people will feel if they take such actions may be a better way to shift environmental behaviors.

The Influence of Anticipated Pride and Guilt on Pro-Environmental Decision Making explores the relationship between anticipated emotions and pro-environmental decision making comparing the effects of anticipated pride and guilt. 

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