Fig 1. Influence of pride and guilt inductions on pro-environmental behavior per outcome measure.

Fig 1 depicts four out of all five outcome measures that show a significant difference in pro-environmental behavior between those induced with pride and those induced with guilt. (A): Analysis of Deviance (Type III partition of the sums of squares); (B)-(D): Analysis of variance (Type III partition of the sums of squares). Y-axes: (A) = proportion of green choice; (B) = number of amenities chosen, range 0 to 14; (C) = intention to buy green product over next month, range 1 (not at all likely) to 7 (extremely likely); (D) = how often participant intends to perform a series of pro-environmental actions, range 1 (never) to 6 (all the time); (A): error bars denote binomial approximation of the standard error; (B)-(D): error bars denote standard error; Donation (not depicted): F = .23, p = .632.