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Heterogeneity of social information programs: the role of identity and values

Author

Listed:
  • Jacopo Bonan

    (Politecnico di Milano, EIEE and LdA)

  • Cristina Cattaneo

    (EIEE, Centro Euro-Mediterraneo sui Cambiamenti Climatici and FEEM)

  • Giovanna d'Adda

    (University of Milan)

  • Massimo Tavoni

    (Politecnico di Milano, EIEE and CMCC)

Abstract

Social information programs are increasingly used to nudge behavioral change, but still relatively little is known about sources of heterogeneity in their impact. This paper examines whether individual values are associated with heterogeneous responses to social information. Using data from a large field experiment of household energy conservation, we combine electricity metering and survey data to study how environmental values affect the impact of the program. We then leverage the role of values by augmenting social information messages with an environmental self-identity prime. Results show that values are important drivers of heterogeneity. Moreover, enhancing social information by making environmental self-identity more salient boosts the social information impact, but only among individuals who acted pro-environmentally in the past.

Suggested Citation

  • Jacopo Bonan & Cristina Cattaneo & Giovanna d'Adda & Massimo Tavoni, 2019. "Heterogeneity of social information programs: the role of identity and values," Development Working Papers 443, Centro Studi Luca d'Agliano, University of Milano.
    • Handle: RePEc:csl:devewp:443
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    More about this item

    Keywords

    Energy consumption; Environmental identity; Social norms; RCT;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • Q49 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Other

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