Guilt more effective than hope or fear.

• Position: Behavior - Brief article

Guilt is more effective than hope or fear in persuading people to undertake self-protective measures such as eating better, wearing sunscreen, or even building proper levee protection, according to a study co-authored by consumer behavior professor Mita Sujan of Tulane University, New Orleans.

Guilt, unlike hope or fear, is an internally based emotion that makes a person feel accountable for results. "It really doesn't matter whether the motivating emotion is positive or negative. What's more important is making a person feel accountable," Sujan indicates.

So, while fear of the sun's damaging effects might make a person apply sunscreen, guilt over exposing themselves to a disease that could take them away from their loved ones is a greater impetus to...