In this last section of the blog, I will like to point out three main points for consideration when ecological guilt or emotions are used to promote sustainable behaviour in an advertisement:

1. Guilt as a motivator of behaviour.
2. Attitude Inoculation and Reactance Theory
3. Elaboration Likelihood Model (Central and Peripheral Route of Persuasion)

Let’s take a look at this video to look more on how our mind relates to conservation and environmental efforts.

Reference: https://www.youtube.com/watch?v=DkZ7BJQupVA

 

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