Combined Framing Effects of Emotion and Visual Exemplar on Attitudes and Behavioral Intentions Toward Carbon Pricing

Carbon pricing is believed to be one of the most effective ways to curb carbon emissions. However, societal acceptance of carbon pricing has been lukewarm, as it imposes fees on consumers. This study investigated the role of combining emotional responses in gain/loss framing with visual imagery in generating a desired attitude and behavioral intention toward carbon pricing. The study tested the effects of message framing in a 2x2 (emotion: hope vs. fear; visual: present vs. absent) between-subjects experiment and showed that fear arousal in the loss-framed message was more persuasive than hope arousal in the gain-framed message. The mediation role of message evaluative processing on fear response was significant. This research offers important theoretical contributions by examining the role of emotions and visual imagery in carbon pricing persuasion. It also poses helpful message framing guidance for public policy decision-making on communicating carbon pricing