4G Effectiveness of Labels: the Interaction Effect of Labels’ Color Scheme and Individual Differences in 'Lay Rationalism' on Preferences For Green Electricity

Nudges are intended to support people in making more rational decisions. This research shows that the susceptibility to nudges via traffic light labels (vs. grayscale labels) is negatively related to the individuals’ “lay rationalism”, which describes a tendency to rely on reason (vs. feelings) when making decisions.



Citation:

Paul Bengart and Bodo Vogt (2019) ,"4G Effectiveness of Labels: the Interaction Effect of Labels’ Color Scheme and Individual Differences in 'Lay Rationalism' on Preferences For Green Electricity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 959-959.

Authors

Paul Bengart, Otto-von-Guericke Universität Magdeburg, Germany
Bodo Vogt, Otto-von-Guericke University Magdeburg Germany



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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