globalchange  > 气候变化与战略
DOI: 10.1073/pnas.2004428117
论文题名:
Field experimental evidence shows that self-interest attracts more sunlight
作者: Bollinger B.; Gillingham K.T.; Ovaere M.
刊名: Proceedings of the National Academy of Sciences of the United States of America
ISSN: 0027-8424
出版年: 2020
卷: 117, 期:34
起始页码: 20503
结束页码: 20510
语种: 英语
英文关键词: Energy ; Field experiment ; Low and moderate income ; Nudge ; Solar photovoltaics
Scopus关键词: adoption ; article ; field experiment ; friend ; highest income group ; human ; motivation ; sunlight ; transcription initiation ; income ; motivation ; social marketing ; solar energy ; Humans ; Income ; Motivation ; Social Marketing ; Solar Energy
英文摘要: 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. © 2020 National Academy of Sciences. All rights reserved.
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资源类型: 期刊论文
标识符: http://119.78.100.158/handle/2HF3EXSE/164080
Appears in Collections:气候变化与战略

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作者单位: Bollinger, B., Stern School of Business, New York University, New York, NY 10012, United States; Gillingham, K.T., School of the Environment, Yale University, New Haven, CT 06511, United States, National Bureau of Economic Research, Cambridge, MA 02138, United States; Ovaere, M., School of the Environment, Yale University, New Haven, CT 06511, United States, Department of Economics, Ghent University, Ghent, 9000, Belgium

Recommended Citation:
Bollinger B.,Gillingham K.T.,Ovaere M.. Field experimental evidence shows that self-interest attracts more sunlight[J]. Proceedings of the National Academy of Sciences of the United States of America,2020-01-01,117(34)
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