ABSTRACT
This chapter presents research that compares how people respond to stories about sustainability and/or climate change that are negatively framed or have a catastrophic focus with stories that are more positive or have a solution focus. Results clearly indicate that although both types of stories raise awareness of the issues, the negative stories are more likely to lead to avoidance, reactance or a passive fatalism, reducing the likelihood of action. In contrast, positive or solution-focused stories induce hope and a sense that something can be done, which is more likely to lead to positive action. It is concluded that although some are motivated by fear of catastrophic events to take action, there are a greater number who respond to fear-arousing messages by switching off. In contrast, showing easily relatable positive role models engaging in pro-environmental behaviours that are easily imitable appear to be the most motivating kinds of story. Positive stories are less likely to elicit a reactive response, such as reactance against feelings of being manipulated or preached at. Positive stories also did not appear to trigger avoidant responses. These findings were consistent across several contexts—in the field of business ethics education, in the presentation of news stories and in fiction.
