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Using Non-Pecuniary Strategies to Influence Behavior: Evidence from a Large Scale Field Experiment / Paul J. Ferraro, Michael K. Price.
- Format:
- Book
- Author/Creator:
- Ferraro, Paul J.
- Series:
- Working Paper Series (National Bureau of Economic Research) no. w17189.
- NBER working paper series no. w17189
- Language:
- English
- Physical Description:
- 1 online resource: illustrations (black and white);
- Other Title:
- Using Non-Pecuniary Strategies to Influence Behavior
- Place of Publication:
- Cambridge, Mass. National Bureau of Economic Research 2011.
- Summary:
- Policymakers are increasingly using norm-based messages to influence individual decision-making. We partner with a metropolitan water utility to implement a natural field experiment examining the effect of such messages on residential water demand. The data, drawn from more than 100,000 households, indicate that social comparison messages had a greater influence on behavior than simple pro-social messages or technical information alone. Moreover, our data suggest social comparison messages are most effective among households identified as the least price sensitive: high-users. Yet the effectiveness of such messages wanes over time. Our results thus highlight important complementarities between pecuniary and non-pecuniary strategies.
- Notes:
- Print version record
- July 2011.
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