Encouraging Energy Efficiency: Product Labels Activate Temporal Tradeoffs

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 15-20.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA

Read More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.