Guilt consistently motivates pro-environmental outcomes while pride depends on context

Recent empirical research shows that pride and guilt can positively influence pro-environmental behavior (PEB) and intentions (PEI). However, the findings of these studies have been inconsistent-with some studies concluding that guilt, but not pride, can be an effective motivator of PEB, and others observing the opposite pattern, or finding that both emotions can play a motivating role. We argue that these mixed results may partly be explained by the studies' methodologies-namely, whether the methodologies elicited experienced or anticipated emotions. These two types of emotional states are associated with different action tendencies, and thus, are likely to lead to different behavioral responses. We aim to add clarity to the question of when (and how) evoking pride and guilt may be effective motivational strategies by directly comparing how people respond to anticipated vs. experienced pride and guilt. We conducted two 2 (positive vs. negative feedback) x 2 (anticipated vs. experienced emotions) (plus a control) between-subjects experiments in the context of receiving feedback on one's PEB. Study 1 (N = 531) used a home energy footprint paradigm. Study 2 (N = 972) employed a choice paradigm in which participants received feedback on the carbon footprint of a company they could choose to support. Experienced and anticipated guilt predicted intentions to engage in PEB (Studies 1 and 2), more sustainable choices (Study 2), and mediated the relationship between feedback and PEI/choice. However, experienced and anticipated pride only led to stronger PEI or a more sustainable choice in Study 2. These findings suggest that the effect of pride may depend on the context in which the emotion was evoked (i.e., Study 1 evoked pride in response to a pattern of behavior over time vs. a single past behavior in Study 2). We discuss the implications of our findings and suggest paths for future research.