While recent research on sustainability communication demonstrates the relevance of message framing, research on the effects of message framing on consumers' emotions is scant. Using the Stimulus-Organism-Response (S-O-R) framework, this paper examines the impact of environmental advertisements (stimuli) on two discrete emotions - hope and guilt - (organism) and how these emotions influence consumers' behavioral intentions (responses). Relying on the prospect theory, this study focuses on positive (gain) and negative (loss) frames. Study 1 shows that, in the context of Corporate Social Responsibility (CSR), a gain message elicits hope while a loss-message triggers guilt. Study 2 shows that both emotions positively influence consumers' attitudes toward the cause; however, only hope affects attitude toward the company. Attitudes toward the cause and the company, in turn, influence consumers' behavioral intentions.

虽然最近关于可持续性传播的研究证明了信息框架的相关性，但关于信息框架对消费者情绪的影响的研究却很少. 利用刺激-有机体反应 (S-O-R) 框架, 本文考察了环境广告 (刺激) 对两种离散情绪--希望和内疚 (有机体) 的影响, 以及这些情绪如何影响消费者的行为意图 (反应). 基于前景理论, 本研究主要关注正 (增益) 和负 (损耗) 帧. 研究1表明, 在企业社会责任 (CSR) 的背景下, 收益信息引发希望, 而损失信息引发内疚. 研究2表明, 两种情绪都会积极影响消费者对原因的态度; 然而, 只有希望会影响人们对公司的态度. 对事业和公司的态度反过来会影响消费者的行为意图.