Psychological stimuli can change people’s attitudes towards social change; yet their use can also open up tensions that can easily backfire especially when not well managed. The strategic use of these stimuli in social movements often depends upon how skillfully campaigners could orient their messages vis-à-vis the strongly held values and moral concerns of their respective audiences. While evoking moral concerns in campaigns can be effective in mobilisation, it, too, can easily backfire. This chapter asks how can future messages be adapted to the moral compasses of particular audiences and with dexterity, what are the pitfalls of morally charged messages for climate actions, and how could activists—using examples from other mobilisations—address these through value-based messaging.
KeywordsClimate psychology Climate stimuli Values Morality
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