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Columbia Graduate School of Business

To Change Environmental Behavior, Should We Really Tell People the World Is Ending?

Hal E. Hershfield | Posted 11.03.2013 | Green
Hal E. Hershfield

If people perceive their country or planet's remaining time to be very short, then they rationally shouldn't place too much importance on making these present-day sacrifices. But if a long future is seen, sacrifices today for a brighter tomorrow for ourselves and our offspring make more sense.