In green communications, fear and hope have different uses

Read the full story at GreenBiz.

Fear and hope are opposing emotions that are frequently employed in social-issues marketing, and particularly when communicating the threat of climate change.

But are there instances in communicating issues relative to climate change where one sentiment is more effective than the other?

Research we published in the December issue of the Journal of Advertising Research tackled this issue and compared the effectiveness of fear and hope appeals in green communications when the issue of climate change was framed as either global or local. We presented the findings in an article titled What Sells Better in Green Communications: Fear or Hope?

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