Emotions are a central aspect of communication. Consequently, emotion analysis (EA) is a rapidly growing field in natural language processing (NLP). However, there is no consensus on scope, direction, or methods. In this paper, we conduct a thorough review of 154 relevant NLP publications from the last decade. Based on this review, we address four different questions: (1) How are EA tasks defined in NLP? (2) What are the most prominent emotion frameworks and which emotions are modeled? (3) Is the (...) subjectivity of emotions considered in terms of demographics and cultural factors? and (4) What are the primary NLP applications for EA? We take stock of trends in EA and tasks, emotion frameworks used, existing datasets, methods, and applications. We then discuss four lacunae: (1) the absence of demographic and cultural aspects does not account for the variation in how emotions are perceived, but instead assumes they are universally experienced in the same manner; (2) the poor fit of emotion categories from the two main emotion theories to the task; (3) the lack of standardized EA terminology hinders gap identification, comparison, and future goals; and (4) the absence of interdisciplinary research isolates EA from insights in other fields. Our work will enable more focused research into EA and a more holistic approach to modeling emotions in NLP. (shrink)

In this paper I lay the foundations for the construction of an affective quality space. I begin by outlining what quality spaces are, and how they have been constructed for sensory qualities across different perceptual modalities. I then turn to tackle four obstacles that an affective quality space might face that would make an affective quality space unfeasible. After showing these obstacles to be surmountable, I propose a number of conditions and methodological constraints that should be satisfied in attempts to (...) construct an affective quality space. Before concluding, I detail the high explanatory pay-off such a project promises. (shrink)

Emotional intelligence abilities relate to desirable outcomes such as better well-being, academic performance, and job performance. Previous research shows that coping strategies mediate the effects of ability EI on such outcomes. Across two cross-sectional studies, we show that coping strategies mediate the relationships of ability EI with both well-being and ill-being. Study 1 assessed EI with the Situational Test of Emotion Understanding and Situation Test of Emotion Management. Avoidant coping significantly mediated the relationship of both the STEU and STEM with (...) depression, anxiety, stress, and psychological well-being. EI was associated with lower avoidant coping, higher well-being and lower ill-being. Study 2 assessed EI with the Mayer–Salovey–Caruso Emotional Intelligence Test. Avoidant coping mediated the relationship between EI and ill-being, but not the relationship between EI and well-being. These effects were significant for three of the four EI branches—emotion perception, understanding, and management. We discuss possible reasons why avoidant coping may be an active ingredient by which lower EI relates to lower well-being. We also discuss a possible application of our findings—that EI training programs might benefit from including content aimed at reducing avoidant coping. (shrink)

We conducted an experiment to test whether altering the saliency of information provided by experts in fictitious news stories on climate change triggered different emotions among readers. Based on appraisal theories of emotions in the psychology literature, we hypothesized that 1) news stories that presented climate change related threats as diffuse and uncertain would elicit greater levels of anxiety, while 2) stories that provided a specific target to blame would induce greater anger, and 3) those that underlined the potential of (...) technology and human efforts to solve climate change related issues would elicit greater levels of hope. We found that while all news stories concerning climate change elicited high levels of anxiety, there were statistically significant differences between the emotions expressed by participations in the expected directions. We discuss the potential implications of these findings for climate change communication and for public opinion on climate change. (shrink)

Ronald de Sousa is one of the few analytic philosophers to have explored the ineffability of emotion. Ineffability arises, for de Sousa, from attempts to translate experience, which involves non-conceptual content, into language, which involves conceptual content. As de Sousa himself rightly notes, such a characterization construes all perceptual experience as ineffable and does not explain what might set emotional ineffability apart. I build on de Sousa’s insights regarding what makes emotional ineffability distinctive by highlighting that in the case of (...) emotion the content in question is, crucially, evaluative. Evaluative content has normativity that makes the ineffability of emotion both particularly salient as well as particularly relevant, as the way in which an object is valuable is felt to be merited despite the experience’s ineffability. After proposing an improved working definition of emotional ineffability, I move to the question of how language and emotional experience interact, and whether these interactions can be evaluated in any systematic way. While de Sousa is pessimistic regarding the prospects of such an evaluation, I argue that if we move beyond an individual level of analysis it is possible to characterize cases where the ineffability of emotion leaves members of particular social groups vulnerable to a range of epistemic and affective injustices. I argue that we can similarly characterize cases where the ineffability of emotion holds radical potential to challenge and transform unjust social arrangements. I end by proposing that the representational content of emotion involves what I call ‘modal complexity’ and that this makes emotions particularly well-suited to play such radical roles. (shrink)

Las soluciones a la paradoja de la ficción propuestas por Kendall Walton y Gregory Currie, a pesar de diferir en puntos de detalle importantes, suponen dos movimientos conceptuales comunes para entender la situación de quien está inmerso en una obra de ficción, a través del recurso a la noción de “cuasi-emociones” y de la idea de construcción de escenarios imaginarios. Aquí propondré que sus propuestas fallan en sus dos puntos centrales, a partir de problemas que son, sin embargo, independientes. Por (...) un lado, sus ideas sobre las emociones que sentimos al estar atrapados por una obra de ficción fallan al suponer una versión inaceptable de la tesis cognitivista acerca de las emociones. Por otro, sus ideas sobre la construcción de mundos imaginarios por parte de los “consumidores de ficción” fallan al suponer una dicotomía entre mundos de ficción y realidad. Finalmente, discutiré brevemente el modo en que ambos tipos de problemas repercuten sobre la viabilidad del planteo de la paradoja misma. (shrink)

The phenomenon of self-anger has been overlooked in the contemporary literature on emotion. This is a failing we should seek to remedy. In this paper I provide the first ef-fort towards a philosophical characterization of self-anger. I argue that self-anger is a genuine instance of anger and that, as such, it is importantly distinct from the negative self-directed emotions of guilt and shame. Doing so will uncover a potentially distinctive role for self-anger in our moral psychology, as one of the (...) strongest affective motiva-tors for self-change. (shrink)

Political advertising to recruit the support of voters is an inherent part of politics. Today, ads are distributed via television and online, including social media. This type of advertisement attempts to recruit support by presenting convincing arguments and evoking various emotions about the candidate, opponents, and policy proposals. We discuss recent arguments and evidence that a specific social emotion, namely the concept kama muta, plays a role in political advertisements. In vernacular language, kama muta is typically labeled as being moved (...) or touched. We compare kama muta and anger theoretically and discuss how they can influence voters’ willingness to support a candidate. We then, for the first time, compare kama muta and anger empirically in the same study. Specifically, we showed American participants short political ads during the 2018 United States midterm election campaigns. All participants saw both kama muta- and anger-evoking ads from both Democratic or Republican candidates. In total, everybody watched eight ads. We assessed participants’ degree of being moved and angered by the videos and their motivation for three types of political support: ideational, financial, and personal. The emotional impact of an ad depended on its perceived source: Participants felt especially angry after watching the anger-evoking ads and especially moved by moving ads if they identified with the political party that had produced the video. Both emotions mediated were associated with increased intentions to provide support. Importantly, if one of the two emotions was evoked, its effect on political support was enhanced if participants identified with the party that had produced the ad. We discuss limitations of the method and implications of the results for future research and practice. (shrink)

We investigate how paying a bribe or refusing a bribe differs between observing others doing this or committing such acts oneself. Study 1 examines how and when observing others paying a bribe or refusing a bribe leads to actions opposing bribery or supporting anti-bribery. The how question is answered by showing that positive and negative emotions mediate such responses; the when question is answered by demonstrating that empathy and the social self-concept constitute personal conditions for regulating such effects. Study 2 (...) scrutinizes how and when paying a bribe or refusing a bribe leads to actions reducing bribery. Here the mediators pride and shame, and the social self-concept again regulates such effects. Actual managers are the respondents in these two field experiments, with 140 men and women in Study 1 and 207 men and women in Study 2. (shrink)

We proposed and tested the notion of a bidirectional influence of emotion expressions and context. In two studies, we found that the expressions shown by supporters and opponents...

ABSTRACTWhen in emotional distress, people often turn to others for support. Paradoxically, even when people perceive social support to be beneficial, it often does not result in emotional recovery...

Jane is calmly strolling through the forest one lovely day. Suddenly, a large spider drops in front of her face. She immediately freezes; her heart races; her hands tremble; her face broadcasts “fear.” She screams and runs away. Both before and after, she concedes that spiders in this forest are harmless.Jane's reaction to the spider contrasts greatly with the way she normally reacts to events. Normally, or so the story goes, Jane weighs her options thoughtfully, choosing a course of action (...) consistent with her beliefs and with the greatest benefit. Indeed, her reaction to the spider contrasts so greatly with calm, rational, deliberate, belief-consistent action that traditional folk psychology supposed two different kinds of mechanism are at work: animal-like emotion versus human reason. Her emotion explains her reaction to the spider. Her emotion made her do it. (shrink)

According to psychological emotion theories referred to as appraisal theory, emotions are caused by appraisals (evaluative judgments). Borrowing a term from Jan Smedslund, it is the contention of this article that psychological appraisal theory is “pseudoempirical” (i.e., misleadingly or incorrectly empirical). In the article I outline what makes some scientific psychology “pseudoempirical,” distinguish my view on this from Jan Smedslund’s, and then go on to show why paying heed to the ordinary meanings of emotion terms is relevant to psychology, and (...) how appraisal theory is methodologically off the mark by employing experiments, questionnaires, and the like, to investigate what follows from the ordinary meanings of words. The overarching argument of the article is that the scientific research program of appraisal theory is fundamentally misguided and that a more philosophical approach is needed to address the kinds of questions it seeks to answer. (shrink)

A significant body of research concludes that stable beliefs of perceived consumer effectiveness lead to sustainable consumption choices. Consumers who believe that their decisions can significantly affect environmental and social issues are more likely to behave sustainably. Little is known, however, about how perceived consumer effectiveness can be increased. We find that feelings of guilt and pride, activated by a single consumption episode, can regulate sustainable consumption by affecting consumers’ general perception of effectiveness. This paper demonstrates the impact that guilt (...) and pride have on perceived consumer effectiveness and shows how this effect rests on the ability of these emotions to influence perceptions of agency. After experiencing guilt or pride, consumers see themselves as the cause of relevant sustainability outcomes. The process of causal attribution associated with these emotions influences consumers’ use of neutralization techniques. Through the reduction in consumers’ ability to neutralize their sense of personal responsibility, guilt and pride positively influence perceived consumer effectiveness. The inability to rationalize-away their personal responsibility, persuades consumers that they affect sustainability outcomes through their decisions. The research advances our understanding of sustainable consumption and identifies a new avenue for the regulation of individual consumer behavior that has significant implications for the development of sustainable marketing initiatives. (shrink)

This chapter presents an account of an angrily virtuous, or patient, person informed by research on emotion in empirical and philosophical psychology. It is argued that virtue for anger is determined by excellence and deficiency with respect to all three of anger’s psychological functions: appraisal, motivation, and communication. Many competing accounts of virtue for anger assess it by attention to just one function; it is argued that singular evaluations of a person’s anger will ignore important dimensions of anger that bear (...) on virtue and vice. Thus, possessing excellence with respect to only one function of anger is insufficient for virtue. The account is also extended to the characteristic vices of anger: wrath and meekness. (shrink)

In recent years, scholars have come to understand emotions as dynamic and socially constructed—the product of interdependent cultural, relational, situational, and biological influences. While researchers have called for a multilevel theory of emotion construction, any progress toward such a theory must overcome the fragmentation of relevant research across various disciplines and theoretical frameworks. We present affect control theory as a launching point for cross-disciplinary collaboration because of its empirically grounded conceptualization of social mechanisms operating at the interaction, relationship, and cultural (...) levels, and its specification of processes linking social and individual aspects of emotion. After introducing the theory, we illustrate its correspondence with major theories of emotion construction framed at each of four analytical levels: cultural, interactional, individual, and neural. (shrink)

Emotions are viewed as having evolved through their adaptive value in dealing with fundamental life-tasks. Each emotion has unique features: signal, physiology, and antecedent events. Each emotion also has characteristics in common with other emotions: rapid onset, short duration, unbidden occurrence, automatic appraisal, and coherence among responses. These shared and unique characteristics are the product of our evolution, and distinguish emotions from other affective phenomena.

Cognitive and biological theories of emotion consider surprise as an emotional response to unexpected events. Four experiments examined the latency and the duration of one behavioural component of surprise: The interruption of ongoing action. Participants were presented with an unannounced visual event—the appearance of new perceptual objects—during the execution of a continuous action—a rapid alternate finger tapping—which allowed a precise measurement of the latency, and the duration of an action interruption induced by the surprising event. Of the participants, 78% interrupted (...) the tapping with a mean latency of 214 ms and a mean duration of 995 ms. Variations of the number and perceptual heterogeneity of the new objects revealed that the perceptual analysis of the surprising event contributes significantly to the interruption duration. (shrink)

ignette and autobiographical recall studies have often been used to test models of the appraisals associated with specific emotions. Recently, critiques of both methodologies have called into question the applicability of appraisal theory to naturally-occurring emotional responses. This study examined supporter's responses to Ross Perot's withdrawal from the 1992 presidential race to assess the extent to which appraisal models accurately capture responses to a naturally-occurring event. Supporters in Riverside County, California (N = 227) completed questionnaires concerning their interpretations of the (...) event, their initial emotional reactions, changes in their reactions in the weeks immediately following Perot's withdrawal, and their plans. Appraisal models correctly predicted the dimensions of agency and coping potential that served to differentiate sadness from anger, and the appraisals and plans associated with hope. Appraisal models did not predict the strong focus of sad supporters on their past goals and beliefs, and the plans associated with sadness and anger. Changes in emotional intensity occurred as a function of changes in goals and plans rather than merely as a function of time. These findings demonstrate the applicability of appraisal theory to naturally-occurring emotional responses, but also show that models may understate the complexity of the planning processes associated with emotions. (shrink)

I present an overview of emotion theories, organised around the question of emotion causation. I argue that theories of emotion causation should ideally address the problems of elicitation, intensity, and differentiation. Each of these problems can be divided into a subquestion that asks about the relation between stimuli and emotions (i.e., the functional level of process description, cf. Marr, 1982) and a subquestion that asks about the mechanism and representations that intervene (i.e., the algorithmic level of process description). The overview (...) reveals that theories of emotion causation sometimes differ with regard to the kind of process that they hold responsible for emotion causation. More precisely, they hold different assumptions regarding the conditions under which the process is supposed to operate (optimal versus suboptimal), the format of the representations involved (propositional versus perceptual), and the object or input of the central process (stimulus versus responses/experience). Further, the overview reveals that theories of emotion causation sometimes differ with regard to the level of process description that they focus on. Finally, the overview brings to light several similarities among the theories discussed. (shrink)

Appraisal and constructivist theories of emotion both emphasize that emotions are not modular phenomena, but are constructed from more basic psychological parts. In the scientific debate, differences between the two approaches are sometimes overplayed, by classifying appraisal theories as “natural kinds” models, and sometimes underplayed, by basically merging them into constructivist accounts. The aim of this contribution is to illustrate some similarities and some differences between contemporary appraisal and constructivist approaches, and to highlight the fact that appraisal theory has indeed (...) already confronted the idea of construction in the elicitation of emotion. In doing so, I want to argue that, while there is a distinction between appraisal and constructivist camps, it is not as stark as one might think, even though the names of the “ingredients” of emotions may differ. (shrink)

Psychological construction constitutes a different paradigm for the scientific study of emotion when compared to the current paradigm that is inspired by faculty psychology. This new paradigm is more consistent with the post-Darwinian conceptual framework in biology that includes a focus on (a) population thinking (vs. typologies), (b) domain-general core systems (vs. physical essences), and (c) constructive analysis (vs. reductionism). Three psychological construction approaches (the OCC model, the iterative reprocessing model, and the conceptual act theory) are discussed with respect to (...) these ideas. (shrink)

In both psychology and philosophy, cognitive theories of emotion have met with increasing opposition in recent years. However, this apparent controversy is not so much a gridlock between antithetical stances as a critical debate in which each side is being forced to qualify its position in order to accommodate the other side of the story. Here, I attempt to sort out some of the disagreements between cognitivism and its rivals, adjudicating some disputes while showing that others are merely superficial. Looking (...) at evidence from neuroscience and social psychology, as well as thought experiments and theoretical arguments, I conclude that it is necessary to acknowledge both that emotions have intentional content and that they involve somatic agitation. I also point out some of the more promising directions for future research in this area. (shrink)

Despite the growing social interest in green products, companies often find it difficult to find effective strategies to induce consumers to purchase green products or engage in other environmentally friendly behaviors. To address this situation, we examined the favorable or unfavorable effects of positive and negative message frames on consumers’ willingness to consume green products in different psychological distance contexts. Through two Studies, we found that the positive information framework played a more pronounced role in context when consumers were in (...) closer spatial distances. More importantly, we found that the emotional factors of fear and hope were intrinsic causes of this phenomenon. Correspondingly, the negative information framework played a better facilitating role in context with farther spatial distance, while shame and pride were the emotions responsible for this effect. Finally, we discuss the theoretical and managerial implications of our work, as well as its limitations and future research directions. (shrink)

Higher order cognitive processes, including ethical decision making (EDM), are influenced by the experiencing of discrete emotions. Recent research highlights the negative influence one such emotion, anger, has on EDM and its underlying processes. The mechanism, however, by which anger disrupts the EDM has not been investigated. The current study sought to discover whether cognitive appraisals of an emotion-evoking event are the driving mechanisms behind the influence of anger on EDM. One primary (goal obstacle) and one secondary (certainty) appraisal of (...) anger were examined. Study results suggest that appraisals of certainty are the driving mechanism behind the negative relationship between anger and EDM. Certainty appraisals led to less application of EDM-promoting strategies and more unethical social motives. Findings further highlight the value of investigating appraisals of emotional events, given their cognitive nature, for their potential effects on cognitive operations, such as EDM. Future directions and implications are discussed. (shrink)

This paper aims to clarify and reformulate the conceptual relationship between emotions and moods in light of recent researches in philosophy and cognitive psychology. I argue that the mechanism of mood may produces cognitive biases that affect the appraisals involved in emotions, whereas the mechanism of emotion may produce physiological and behavioral responses that affect the energy level being monitored by mood. These two distinct mechanisms can affect each other repeatedly and continuously, which form the mood-emotion loop. I argue that (...) this model may help explain the interaction between emotions and mood, and may shed light on the understanding of the regulation of emotion and mood disorders. (shrink)

Two studies tested whether observers could differentiate between two facets of pride—authentic and hubristic—on the basis of a single prototypical pride nonverbal expression combined with relevant contextual information. In Study 1, participants viewed targets displaying posed pride expressions in response to success, while causal attributions for the success (target's effort vs. ability) and the source of this information (target vs. omniscient narrator conveying objective fact) were varied. Study 2 used a similar method, but attribution information came from both the target (...) and an omniscient narrator; the congruence of these attributions was varied. Across studies, participants tended to label expressions as authentic pride, but were relatively more likely to label them as hubristic pride when (a) contextual information indicated that targets were arrogant and (b) no mitigating information about the target's potential value as a hard-working group member (i.e., that success was actually due to effort) was presented. (shrink)

Although pride has been central to philosophical and religious discussions of emotion for thousands of years, it has largely been neglected by psychologists. However, in the past decade a growing body of psychological research on pride has emerged; new theory and findings suggest that pride is a psychologically important and evolutionarily adaptive emotion. In this article we review this accumulated body of research and argue for a naturalist account of pride, which presumes that pride emerged by way of natural selection. (...) In this view, pride is prevalent in human life because of the functional and adaptive role it has played in the attainment, maintenance, and communication of social status throughout our evolutionary history. (shrink)

The widespread assumption that anger is a response to wrongdoing and motivates people to sanction it, as well as the lack of distinction between resentment and indignation, obscure notable differences among these three emotions in terms of their specific beliefs, goals, and action tendencies, their nonmoral or moral character, and the kinds of moral claim implied. We provide a cognitive-motivational analysis of anger, resentment, and indignation, showing that, while sharing a common core, they are distinguishable from one another because they (...) comprise nonoverlapping belief–goal compounds. We also emphasize the usefulness of applying a belief–goal analysis to kin emotions because, by comparison, one can sharpen the analysis and identify the distinctive features of each of them. (shrink)

This paper presents an analysis of emotional and affectively toned discourse in biomedical engineering researchers’ accounts of their problem solving practices. Drawing from our interviews with scientists in two laboratories, we examine three classes of expression: explicit, figurative and metaphorical, and attributions of emotion to objects and artifacts important to laboratory practice. We consider the overall function of expressions in the particular problem solving contexts described. We argue that affective processes are engaged in problem solving, not as simply tacked onto (...) reasoning but as integral to it. The examples we present illustrate the close relation of emotion to problem solving and experimentation; they also implicate social and cultural dimensions of emotion expression. The analysis underscores a need to consider emotional expression to be intimately and importantly tied to the cognitive achievements and social negotiations of laboratory practices. (shrink)

This article suggests that methodological and conceptual advancements in affective sciences militate in favor of adopting an appraisal-driven componential approach to further investigate the emotional brain. Here we propose to operationalize this approach by distinguishing five functional networks of the emotional brain: the elicitation network, the expression network, the autonomic reaction network, the action tendency network, and the feeling network, and discuss these networks in the context of the affective neuroscience literature. We also propose that further investigating the “appraising brain” (...) is the royal road to better understand the elicitation network, and may be key to revealing the neural causal mechanisms underlying the emotion process as a whole. (shrink)

This paper is concerned with some limitations of the vignette methodology used in contemporary appraisal research and their implications for appraisal theory. We focus on two recent studies in which emotional manipulations were achieved using textual materials, and criticise the investigators' apparent implicit assumption that participation in everyday social reality is somehow comparable to reading a story. We take issue with three related aspects of this cognitive analogy between life and its narrative representation, by arguing that emotional reactions in real (...) life are not necessarily mediated by symbolic processes, that people are involved participants of real life rather than neutral observers, and that in real life people's evaluations and emotions are typically part of an ongoing dialogue rather than the expression of a soliloquy. Results from these studies of emotional vignettes therefore tend to overestimate the importance of constructive, abstract, and individualistic processes in the everyday causation of social emotions. In real life, people do not necessarily have to calculate, transform, or internally represent the meaning of the dynamic situation in order to make emotional sense of what is happening to them in the social world. (shrink)

An integrative explanation proposes that culture and gender interact to produce fundamentally different patterns of association between positive and negative emotions. People in independent-based cultures (e.g. the United States) experience emotions in oppositional (i.e. bipolar) ways, whereas people in interdependent-based cultures (e.g. China) experience emotions in dialectic ways. These patterns are stronger for women than men in both cultures. In support of the theory, Study 1 showed that positive and negative emotions are strongly correlated inversely for American women and weakly (...) correlated inversely for American men, but strongly correlated positively for Chinese women and weakly correlated positively for Chinese men. In Study 2, findings for Koreans, although mixed, were closer to the results for Chinese. (shrink)

The present study examined a relational model of appraisal that specifies the situational and dispositional antecedents of appraised problem-focused coping potential, itself a hypothesised antecedent of the emotions of hope/challenge and resignation. The hypothesised relational antecedents of this appraisal were tested in a quasi-experiment in which individuals varying in self-perceived and objectively assessed math ability attempted to solve math problems on which difficulty was manipulated. Findings for the critical test problem largely conformed to predictions: Under difficult conditions, but not easy (...) ones, increasing math ability was generally associated with elevated appraisals of problem-focused coping potential, increased hope/challenge, reduced resignation, and increased likelihood of solving the problem. However, problem-focused coping potential, hope/challenge, and the likelihood of solving the problem were all lower, and resignation was higher, for the highest ability participants, than would be predicted from their ability levels. Comparable findings were not observed for appraisals of emotion-focused coping potential or its theoretically associated emotion of anxiety, providing evidence of discriminant validity for the examined model. The results of a mediational analysis supported the hypothesis that the effects of the quasi-experimental design on hope/challenge and resignation were mediated by their effects on appraised problem-focused coping potential, lending support to the proposition that appraisals play a causal role in emotion elicitation. (shrink)

Emotion regulation has the odd distinction of being a wildly popular construct whose scientific existence is in considerable doubt. In this article, we discuss the confusion about whether emotion generation and emotion regulation can and should be distinguished from one another. We describe a continuum of perspectives on emotion, and highlight how different (often mutually incompatible) perspectives on emotion lead to different views about whether emotion generation and emotion regulation can be usefully distinguished. We argue that making differences in perspective (...) explicit serves the function of allowing researchers with different theoretical commitments to collaborate productively despite seemingly insurmountable differences in terminology and methods. (shrink)

Despite society’s increasing sensitivity toward green production, companies often struggle to find effective communication strategies that induce consumers to buy green products or engage in other environmentally friendly behaviors. To add clarity to this situation, we investigated the effectiveness of negative versus positive message framing in promoting green products, whereby companies highlight the detrimental versus beneficial environmental consequences of choosing less versus more green options, respectively. Across four experiments, we show that negatively framed messages are more effective than positively framed (...) ones in prompting consumers to engage in pro-environmental behaviors. More importantly, we find that anticipated shame is the emotion responsible for this effect. Furthermore, both environmental concern and the type of product promoted serve as moderators; thus, the mediating role of anticipated shame is attenuated when environmental concern is low and the product is a luxury one. Finally, we discuss the theoretical and managerial implications of our work, along with its limitations and some directions for future research. (shrink)