Positive and Negative Perceptions of Renewable Technology

A study finds that photos of renewable technology that are focused on the future improvement of our planet make participants feel like they can positively affect climate change. Photos of the negative impact of climate change (such as soil degradation and drought) make feel people feel as if climate change is inevitable and that it can’t be changed.

This is pretty standard knowledge in the marketing literature: positive emotions have a better impact on people absorbing a public information campaign while negative emotions (fear, guilt and shame) turn people off the message.

Photos of celebrities talking about climate change also has a negative effect on perceptions. Celebrities make people think that climate change is not very important. 

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