Encouraging Energy Efficiency: Product Labels Activate temporal tradeoffs

David Hardisty, University of British Columbia, Canada
Yoonji Shim, University of British Columbia, Canada
Daniel Sun, University of Calgary, Canada
Dale Griffin, University of British Columbia, Canada
We introduce a new "10-year energy cost" labelling technique that activates latent consumer goals, increasing the proportion of energy-efficient choices from 12% to 48% in a field study. In four lab studies, we demonstrate the mechanism and superiority of this technique relative to existing alternatives.
[ to cite ]:
David Hardisty, Yoonji Shim, Daniel Sun, and Dale Griffin (2016) ,"Encouraging Energy Efficiency: Product Labels Activate temporal tradeoffs", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 15-20.