It said things like, "In many important ways we are causing real harm to the places we live in," and, "It is essential that we take steps now to prevent further destruction from being done to our Earth." Another group of participants were assigned to read a really different essay that was designed to tap into the conservative value of moral purity.
Decía cosas como "estamos causando daños reales muy graves de muchas maneras a los lugares en los que vivimos" y "es imprescindible que empecemos a actuar para prevenir una mayor destrucción del planeta Tierra". A otro grupo de participantes se les asignó un ensayo muy diferente diseñado para apelar al valor conservador de pureza moral.