Micro-targeting consumers to reduce consumptive externalities.
When correcting for consumption externalities policymakers may employ economic incentives, a uniform moral suasion intervention, or various micro-targeted moral suasion interventions. To assess the relative effectiveness of these policy interventions, we randomly assign consumers to different moral...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2023-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0284338 |
| _version_ | 1797827711034458112 |
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| author | Tamara L Sheldon J R DeShazo Bronwyn Lewis Friscia |
| author_facet | Tamara L Sheldon J R DeShazo Bronwyn Lewis Friscia |
| author_sort | Tamara L Sheldon |
| collection | DOAJ |
| description | When correcting for consumption externalities policymakers may employ economic incentives, a uniform moral suasion intervention, or various micro-targeted moral suasion interventions. To assess the relative effectiveness of these policy interventions, we randomly assign consumers to different moral suasion treatments designed to increase their willingness to pay for energy efficient light bulbs. Both economic incentives and single moral suasion interventions have similar modest effects on household willingness to pay for this durable good. However, we find that optimally targeting moral suasion messages increases consumers' choice of the most efficient light bulbs even more than large subsidies. |
| first_indexed | 2024-04-09T12:52:44Z |
| format | Article |
| id | doaj.art-6fc328213fe94bcb9706d8cb4074c31f |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-04-09T12:52:44Z |
| publishDate | 2023-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-6fc328213fe94bcb9706d8cb4074c31f2023-05-14T05:31:16ZengPublic Library of Science (PLoS)PLoS ONE1932-62032023-01-01185e028433810.1371/journal.pone.0284338Micro-targeting consumers to reduce consumptive externalities.Tamara L SheldonJ R DeShazoBronwyn Lewis FrisciaWhen correcting for consumption externalities policymakers may employ economic incentives, a uniform moral suasion intervention, or various micro-targeted moral suasion interventions. To assess the relative effectiveness of these policy interventions, we randomly assign consumers to different moral suasion treatments designed to increase their willingness to pay for energy efficient light bulbs. Both economic incentives and single moral suasion interventions have similar modest effects on household willingness to pay for this durable good. However, we find that optimally targeting moral suasion messages increases consumers' choice of the most efficient light bulbs even more than large subsidies.https://doi.org/10.1371/journal.pone.0284338 |
| spellingShingle | Tamara L Sheldon J R DeShazo Bronwyn Lewis Friscia Micro-targeting consumers to reduce consumptive externalities. PLoS ONE |
| title | Micro-targeting consumers to reduce consumptive externalities. |
| title_full | Micro-targeting consumers to reduce consumptive externalities. |
| title_fullStr | Micro-targeting consumers to reduce consumptive externalities. |
| title_full_unstemmed | Micro-targeting consumers to reduce consumptive externalities. |
| title_short | Micro-targeting consumers to reduce consumptive externalities. |
| title_sort | micro targeting consumers to reduce consumptive externalities |
| url | https://doi.org/10.1371/journal.pone.0284338 |
| work_keys_str_mv | AT tamaralsheldon microtargetingconsumerstoreduceconsumptiveexternalities AT jrdeshazo microtargetingconsumerstoreduceconsumptiveexternalities AT bronwynlewisfriscia microtargetingconsumerstoreduceconsumptiveexternalities |