The Chill of the Moment: Emotions and Pro-Environmental Behavior

We examine the impact of affective ads about global warming after a delay. We found that once emotions cooled-off, there are no differences in pro-environmental behavior between affective and non-affective ads. Cautioning that emotions cool-off is not effective, unless people provide a non-binding commitment just after watching the affective ad.


Daniel Schwartz and George Loewenstein (2017) ,"The Chill of the Moment: Emotions and Pro-Environmental Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 876-877.


Daniel Schwartz, University of Chile, Chile
George Loewenstein, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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