Assessing the Role of Self-Efficacy in Reducing Psychological Reactance to Guilt Appeals Promoting Sustainable Behaviors

Guilt is a widely used emotional appeal in environmental sustainability and other advocacy messages. However, unintended negative effects such as psychological reactance, where individuals resist or reject the message, have been identified, and scholars have recently suggested strategies to mitigate those effects. Using an experimental design, the study examined the role of self-efficacy cues (lower vs. higher magnitude behavioral recommendations) in the message recommendation component of guilt appeals that are designed to elicit more guilt than shame. Adult-aged participants (N = 341) were exposed to messages that described the negative effects of climate change on wild animals. Results from a serial mediation test indicated that viewing guilt messages with lower (vs. higher) magnitude behavioral recommendation was associated with greater self-efficacy beliefs and less perceived threat to freedom, which predicted more anticipated guilt and, finally, greater intention to take pro-environmental actions. These findings contribute to the theoretical development and practical applications regarding how self-efficacy-enhancing content in guilt appeals can reduce defensive responses and foster a stronger commitment to sustainable practices.