This study examined how proenvironmental messages contained within entertainment programming impacted an individual’s environmental attitude accessibility, descriptive and injunctive norm accessibility, behavioral intent, and behavior. Participants filled out a questionnaire about their environmental attitudes at least a week in advance of the experiment. When participants came to the computer lab they were exposed to one of four television show clips ( For Rent with proenvironmental messages, For Rent without proenvironmental messages, Design on a Dime with proenvironmental messages, or Design on a Dime without proenvironmental messages) and completed the latency response time questionnaire. Relative to those who watched the shows without proenvironmental messages, those that watched the shows with proenvironmental messages had more positive attitudes toward proenvironmental behaviors. Further, accessibility of positive injunctive norms predicted both behavioral intent (r = -.372, p = .01) and behavior (r = -.308, p = .028).