Going green? The relative importance of feelings over calculation in driving environmental intent in the Netherlands and the United States

Contemporary environmental campaigns often communicate the benefits of acting environmentally-friendly, assuming that larger benefits will translate into stronger intentions to act environmentally-friendly -a mechanism known as " valuation by calculation". As such, these campaigns have neglected the possibility that decisions to act environmentally-friendly can also be preceded by " valuation by feeling", where anticipated positive feelings drive people's intention to act environmentally-friendly. Acting environmentally-friendly can be driven by anticipated positive feelings because it can be... Mehr ...