This post from Wired Science shows that educational messages can change the way people think about right and wrong. Education communicates more than just knowledge. It also communicates expectations.
How Utilitarian Environmentalism Can Backfire
By Brandon Keim August 13, 2012
Earnest, well-meaning environmental messages are supposed to be ineffective relics of a bygone age, when bumper stickers still worked and treehuggers hadn’t realized that self-interest speaks louder than Mother Earth ever could.
But… in experiments published August 12 in Nature Climate Change, psychologists found that telling people about carpooling’s money-saving benefits seemingly makes them less likely to recycle.