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.
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Empirical studies in environmental psychology have consistently supported the applicability of Prospect Theory, demonstrating that loss-framed messages are generally more persuasive than gain-framed messages in encouraging pro-environmental behaviors.
“Empirical studies in environmental psychology have consistently supported the applicability of Prospect Theory, demonstrating that loss-framed messages are generally more persuasive than gain-framed messages in encouraging pro-environmental behaviors.”
From The power of loss: message framing, climate anxiety, and engagement in personal carbon trading (2025) · cites this paper as [22]
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“…meta-analytic investigations of fear appeal research, which support a positive linear relationship between fear and persuasive outcomes generally (Tannenbaum et al., 2015; Witte & Allen, 2000), though there is strong evidence that fear can generate maladaptive message responses, such as…”
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The power of loss: message framing, climate anxiety, and engagement in personal carbon trading
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- Authors
- Nabi, R. L., Gustafson, A., & Jensen, R.
- Affiliations
- University of California, Santa Barbara (US)
- Corresponding author
- Nabi, Robin L.
- Venue
- Science Communication
- Publisher
- SAGE Publications
- Published
- 2018-05-29
- Volume
- 40
- Issue
- 4
- Pages
- 442-468
- ISSN
- 0164-0259 (ISSN-L)
- 1075-5470
- 1552-8545
- OpenAlex
- W2806111584
- Cited by
- 461
- References
- 10
- Citations by year
- 2026: 72 · 2025: 80 · 2024: 58 · 2023: 57 · 2022: 65 · 2021: 66 · 2020: 30 · 2019: 30 · 2018: 2 · 2017: 1
- FWCI
- 68.25
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Science Communication (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Climate Change Communication and Perception
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Social Sciences › Arts and Humanities › Philosophy › Rhetoric and Communication Studies
- Keywords
- climate change advocacy, emotions, hope, fear, gain and loss framing, environmental policy attitudes, persuasive messages, environmental communication, message sequencing, threat framing
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