Framing Climate Change: Exploring the Role of Emotion in Generating Advocacy Behavior

Abstract

Substantial research examines the cognitive factors underlying proenviron-mental message effectiveness. In contrast, this study investigates the role of emotion, fear and hope specifically, in the gain/loss framing of environmental policy initiatives. The 2 (threat vs. no threat) × 2 (gain- vs. loss-framed efficacy) experiment revealed emotion, especially hope, as a key mediator between gain-framed messages and desired climate change policy attitudes and advocacy. Results further supported the value of sequencing emotional experiences to enhance persuasive effect. This research offers an inaugural test of emotional flow theorizing and highlights the need for additional research on emotional processes in environmental communication.