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11/24/14, "Acting green elicits a literal warm glow," Nature Climate Change, Nature.com
"Environmental policies are often based on the assumption that people
only act environmentally friendly if some extrinsic reward is
implicated, usually money1, 2.
We argue that people might also be motivated by intrinsic rewards:
doing the right thing (such as acting environmentally friendly) elicits
psychological rewards in the form of positive feelings, a phenomenon
known as warm glow3, 4. Given the fact that people’s psychological state may affect their thermal state5, 6,
we expected that this warm glow could express itself quite literally:
people who act environmentally friendly may perceive the temperature to
be higher. In two studies, we found that people who learned they acted
environmentally friendly perceived a higher temperature than people who
learned they acted environmentally unfriendly. The underlying
psychological mechanism pertains to the self-concept: learning you acted
environmentally friendly signals to yourself that you are a good
person. Together, our studies show that acting environmentally friendly
can be psychologically rewarding, suggesting that appealing to intrinsic
rewards can be an alternative way to encourage
pro-environmental actions." via Hockey Schtick
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