It’s important to distinguish here between guilt that arises internally, and guilt that’s externally induced. If we feel guilty about failing to recycle our plastics or adopt a vegetarian diet, we might be motivated to engage in reparative action. But if someone buttonholes us over dinner and tries to make us feel bad about our lifestyle choices, the picture might look very different; we might become defensive and try to justify our actions, which drives us further away from changing the way we behave. These scenarios then raise doubts about whether negative self-directed emotional appeals will be effective at promoting prosociality. [...]
The potential of positive self-directed emotions has largely not been embraced by activists. The worry could be that it might make those engaging in the cause appear self-satisfied or selfish. But these studies suggest that, instead of focusing on ‘doom and gloom’ messaging that zooms in on people’s shortcomings and risks alienating them, policymakers and strategists might find that positive messaging, speaking to people’s positive sense of self, might be a more powerful lever of behavioural change.
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