Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources
Electricity has exactly the same physical properties no matter how it is produced, but we show that people evaluate electric outputs differently from renewable and non-renewable energy sources. We show this bias when evaluating hypothetical experiences with electricity, when directly observing light, and when physically experiencing electric shocks.
Nathan Dhaliwal, David Hardisty, and Jiaying Zhang (2018) ,"Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 115-120.
Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
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Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain
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