The Chill of the Moment: Emotions and Proenvironmental Behavior
The Chill of the Moment: Emotions and Proenvironmental Behavior
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DOI：
10.1509/jppm.16.132
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发表时间：
2017-09-01
影响因子：
7.8
通讯作者：
Loewenstein, George
中科院分区：
文献类型：
--
作者：
Schwartz, Daniel;Loewenstein, George
许多严重的问题，包括与环境有关的问题，都需要持续的反应，但激励行动的情绪往往是短暂的。作者进行了五项在线实验，研究有关全球变暖的情感广告对环保行为的影响。他们发现，与没有情感的视频相比，悲伤诱导视频会让人们花更多的时间来计算能量足迹，并为环保组织提供更多的捐款。然而，一旦情绪在延迟后冷却下来，情感和非情感信息之间的诱导行为就没有区别了。警告人们情绪及其对行为的影响，冷静下来并不能扭转时间延迟的影响，除非人们在观看情感广告后立即做出非约束性承诺。这些结果有助于解释为什么旨在促进亲环境行为（如减少能源使用）的情绪唤起广告往往无法产生持续的行为改变，并且他们建议那些寻求促进持续反应的人可能需要在情绪高涨的时刻引发行为承诺。
Many serious problems, including those associated with the environment, warrant a sustained response, but the emotions that motivate action are often transient. The authors conducted five online experiments examining the impact of affective ads about global warming on proenvironmental behaviors. They find that sadness-inducing videos lead to more time devoted to an energy-footprint calculator and greater donations to an environmental organization than nonaffective videos. However, once emotions have cooled off after a delay, there are no differences in induced behavior between affective and nonaffective messages. Warning people that emotions, and their effects on behavior, cool off does not reverse the effects of the time delay unless people make a nonbinding commitment just after watching the affective ad. These results help to explain why emotion-evoking ads designed to promote proenvironmental behaviors, such as cutting energy use, often fail to produce sustained behavior change, and they suggest that those who seek to promote a sustained response may need to elicit behavioral commitments in moments of high emotion.