Pride & Guilt
- If you were to purchase a low carbon car, how intensely would you feel pleased?
- If you were topurchase a low carbon car, how intensely would you feel good about yourself?
- If you were to purchase a low carbon car, how intensely would you feel pride?
- If you were not to purchase a low carbon car, how intensely would you feel remorse?
- If you were not to purchase a low carbon car, how intensely would you feel guilt?
Rowe, Z. O., Wilson H. N., Dimitriu R., Charnley F. J., Lastrucci G. (2019), Pride in My Past: Influencing Sustainable Choices through Behavioral , Psychology & Marketing, 1-11