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Asymmetric Effects of Non-Pecuniary Signals on Search and Purchase Behavior for Energy-Efficient Durable Goods

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Listed:
  • J. Scott Holladay
  • Jacob LaRiviere
  • David M. Novgorodsky
  • Michael Price

Abstract

We report the results of a field experiment where we exogenously vary the use of social comparisons "nudges" and subsidies for participation in an in-home energy audit program, and follow subjects through to the subsequent purchase of durable goods. We therefore can compare the causal effect of financial incentives and nudges along two margins, audits, which we liken to search, and purchase of durables. Using data on nearly 100,000 households, we document an asymmetry; nudges increase audits, but lead to lower rates of purchase. We find no evidence of a differential response for those offered a financial incentive. These differences suggest heterogeneity in the motives of the marginal consumer induced by nudges versus prices.

Suggested Citation

  • J. Scott Holladay & Jacob LaRiviere & David M. Novgorodsky & Michael Price, 2016. "Asymmetric Effects of Non-Pecuniary Signals on Search and Purchase Behavior for Energy-Efficient Durable Goods," NBER Working Papers 22939, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:22939
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    Cited by:

    1. Robert Hahn & Robert D. Metcalfe & David Novgorodsky & Michael K. Price, 2016. "The Behavioralist as Policy Designer: The Need to Test Multiple Treatments to Meet Multiple Targets," Experimental Economics Center Working Paper Series 2016-05, Experimental Economics Center, Andrew Young School of Policy Studies, Georgia State University.
    2. Brent, Daniel A. & Friesen, Lana & Gangadharan, Lata & Leibbrandt, Andreas, 2017. "Behavioral Insights from Field Experiments in Environmental Economics," International Review of Environmental and Resource Economics, now publishers, vol. 10(2), pages 95-143, May.
    3. Romensen, Gert-Jan & Soetevent, Adriaan, 2017. "Tailored Feedback and Worker Green Behavior," Research Report 17016-EEF, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    4. Adriaan (A.R.) Soetevent & Gert-Jan Romensen, 2017. "Tailored Feedback and Worker Green Behavior: Field Evidence from Bus Drivers," Tinbergen Institute Discussion Papers 17-073/VII, Tinbergen Institute.
    5. Gillingham, Kenneth & Tsvetanov, Tsvetan, 2018. "Nudging energy efficiency audits: Evidence from a field experiment," Journal of Environmental Economics and Management, Elsevier, vol. 90(C), pages 303-316.

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    More about this item

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • Q41 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Energy - - - Demand and Supply; Prices

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