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  • 1
    Online Resource
    Online Resource
    Field experimental evidence shows that self-interest attracts more sunlight
    Proceedings of the National Academy of Sciences ; 2020
    In:  Proceedings of the National Academy of Sciences Vol. 117, No. 34 ( 2020-08-25), p. 20503-20510
    Details
    In: Proceedings of the National Academy of Sciences, Proceedings of the National Academy of Sciences, Vol. 117, No. 34 ( 2020-08-25), p. 20503-20510
    Abstract: This study examines how messaging approaches in a prosocial intervention can influence not only the effectiveness of the intervention but also, contagion afterward. Our investigation focuses on leveraging two motivations for solar adoption: self-interest and prosocial. Using data from a natural field experiment in 29 municipalities containing 684,000 people, we find that self-interest messaging is twice as effective in inducing solar adoption both during and after the intervention. Adoptions under self-interest messaging have 10% higher net present value, but prosocial messaging increases the likelihood that adopters recommend solar to their friends and neighbors. Income moderates the effectiveness of self-interest messaging, performing much better in high-income communities than low- and moderate-income communities. There was no significant difference across income groups for prosocial messaging. These results provide guidance to policy makers aiming to encourage prosocial behavior across all income groups.
    Type of Medium: Online Resource
    ISSN: 0027-8424 , 1091-6490
    URL: Article
    DOI: 10.1073/pnas.2004428117
    RVK:
    TA 1000
    RVK:
    WA 15000
    Language: English
    Publisher: Proceedings of the National Academy of Sciences
    Publication Date: 2020
    detail.hit.zdb_id: 209104-5
    detail.hit.zdb_id: 1461794-8
    SSG: 11
    SSG: 12
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    Online Resource
  • 2
    Online Resource
    Online Resource
    Conformity and Conservation: Evidence from Home Landscaping and Water Conservation
    Wiley ; 2022
    In:  American Journal of Agricultural Economics Vol. 104, No. 1 ( 2022-01), p. 228-248
    Details
    In: American Journal of Agricultural Economics, Wiley, Vol. 104, No. 1 ( 2022-01), p. 228-248
    Abstract: How do consumers value conformity, and what are the implications for conservation policy? In this article, we study conformity in homeowners’ landscaping choices—which have important consequences for water consumption—for housing parcels throughout a large arid American city. We use machine learning techniques to generate precise land cover classifications on each parcel from remote sensing imagery, allowing us to obtain hedonic estimates of the marginal value of conformity. Our work is unique as the first to study this behavioral phenomenon using rich observational data from a real‐world market. We then overlay these estimates on a theoretical model to characterize how conformity motives interact with conservation. We find that Pigouvian pricing is roughly half as effective in the presence of conformity, as our estimated conformity effects will countervail price effects. This work shows how behavioral phenomena, such as conformity, may have empirically relevant impacts on the effectiveness of standard conservation interventions.
    Type of Medium: Online Resource
    ISSN: 0002-9092 , 1467-8276
    URL: Issue
    URL: Article
    DOI: 10.1111/ajae.v104.1
    DOI: 10.1111/ajae.12224
    Language: English
    Publisher: Wiley
    Publication Date: 2022
    detail.hit.zdb_id: 2026345-4
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  • 3
    Online Resource
    Online Resource
    Peer Effects in Residential Water Conservation: Evidence from Migration
    American Economic Association ; 2020
    In:  American Economic Journal: Economic Policy Vol. 12, No. 3 ( 2020-08-01), p. 107-133
    Details
    In: American Economic Journal: Economic Policy, American Economic Association, Vol. 12, No. 3 ( 2020-08-01), p. 107-133
    Abstract: Social interactions are widely understood to influence consumer decisions in many choice settings. This paper identifies causal peer effects in residential water conservation during the summer using variation from movers. We classify high-resolution remote sensing images to provide evidence that conversions of green landscaping to dry landscaping are a primary determinant of the reductions in water consumption. We also find suggestive evidence that without a price signal, peer effects are muted, indicating a possible complementarity between information and prices. These results inform water use policy in many areas of the world threatened by recurring drought conditions. (JEL D12, L95, Q25, Q54, Z13)
    Type of Medium: Online Resource
    ISSN: 1945-7731 , 1945-774X
    URL: Article
    DOI: 10.1257/pol.20180559
    RVK:
    QA 10000
    Language: English
    Publisher: American Economic Association
    Publication Date: 2020
    detail.hit.zdb_id: 2442382-8
    detail.hit.zdb_id: 2452647-2
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    Online Resource
  • 4
    Online Resource
    Online Resource
    Making Prosocial Social: The Effectiveness of Social Proof for Energy Conservation Using Social Media
    University of Chicago Press ; 2023
    In:  Journal of the Association for Consumer Research Vol. 8, No. 3 ( 2023-07-01), p. 290-300
    Details
    In: Journal of the Association for Consumer Research, University of Chicago Press, Vol. 8, No. 3 ( 2023-07-01), p. 290-300
    Type of Medium: Online Resource
    ISSN: 2378-1815 , 2378-1823
    URL: Article
    DOI: 10.1086/725031
    Language: English
    Publisher: University of Chicago Press
    Publication Date: 2023
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  • 5
    Online Resource
    Online Resource
    Social Learning and Solar Photovoltaic Adoption
    Institute for Operations Research and the Management Sciences (INFORMS) ; 2021
    In:  Management Science Vol. 67, No. 11 ( 2021-11), p. 7091-7112
    Details
    In: Management Science, Institute for Operations Research and the Management Sciences (INFORMS), Vol. 67, No. 11 ( 2021-11), p. 7091-7112
    Abstract: Growing literature points to the effectiveness of leveraging social interactions and nudges to spur adoption of prosocial behaviors. This study investigates a large-scale behavioral intervention designed to actively leverage social learning and peer interactions to encourage adoption of residential solar photovoltaic systems. Municipalities choose a solar installer offering group pricing and undertake an informational campaign driven by volunteer ambassadors. We find a causal treatment effect of 37 installations per municipality from the campaigns and no evidence of harvesting or persistence. The intervention also lowers installation prices. Randomized controlled trials based on the intervention show that selection into the program is important, whereas group pricing is not. Our results suggest that the program provided economies of scale and lowered consumer acquisition costs, leading to low-cost emission reductions. This paper was accepted by Matthew Shum, marketing.
    Type of Medium: Online Resource
    ISSN: 0025-1909 , 1526-5501
    URL: Article
    DOI: 10.1287/mnsc.2020.3840
    RVK:
    QP 300
    Language: English
    Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
    Publication Date: 2021
    detail.hit.zdb_id: 206345-1
    detail.hit.zdb_id: 2023019-9
    SSG: 3,2
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