Assesses whether a person views recycling as a positive, favorable, desirable, and necessary behaviour, versus viewing it as negative, unfavorable, undesirable, and unnecessary. Administered to participants after exposure to a gain- or loss-framed environmental advertisement.
Baek, T.H., & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440–453.
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