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
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