Rank and response: A field experiment on peer information and water use behavior

Perception of peer rank, or how we perform relative to our peers, can be a powerful motivator. While research exists on the effect of social information on decision making, there is less work on how ranked comparisons with our peers influence our behavior. This paper outlines a field experiment conducted with 3896 households in Castro Valley, California, which uses household mailers with various forms of social information and peer rank messaging to motivate water conservation. The experiment tests the effect of a visible peer rank on water use, and how the competitive framing of rank information influences behavioral response. The results show that households with relatively low or high water use in the pre-treatment period responded differently to how rank information was framed. I find that a neutrally-framed peer rank caused a small “boomerang effect” (i.e., an increase in average water use) for low water use households, but this effect was eliminated by competitive framing. At the same time, a competitively-framed peer rank demotivated high water use households, increasing their average water use over the full period of the experiment. This result is supported by evidence that the competitive frame on rank information increased water use for households who ranked “last” in the peer group – a detrimental “last place effect” from competitively-framed rankings.     

Socio-demographics,implicit attitudes,explicit attitudes,and sustainable consumption in supermarket shopping

The aim of this research is to examine whether socio-demographics, implicit and explicit attitudes towards the environment predict sustainable consumer behaviour, measured using supermarket loyalty card data. The article uses an Implicit Association Test (IAT) and Likert scales to gauge implicit and explicit attitudes towards sustainable consumption in a real consumer sample, and measures demographic characteristics of participants. Results indicate that level of education is a key predictor of an aggregate measure of sustainable consumption, with a small part of this influence mediated by level of explicit environmental concern for climate change. Econometric modelling shows that explicit and implicit attitudes influence consumer decisions differently in specific food categories. Results, obtained with real consumer data, call into question the accepted socio-demographic profile of the green consumer and help identify conditions under which pro-environmental attitudes predict sustainable consumption.     

Risk preferences after a typhoon: An artefactual field experiment with fishers in the Philippines

When are risk preferences stable and when do they change? In general, individual preferences tend to be consistent across time and space but extreme shocks, such as natural disasters, appear to change how people make economic decisions. We conduct an artefactual field experiment with fishers on a remote island in the Philippines and investigate the effect of Typhoon Bopha on risk preferences, along with fairness and time preferences. The typhoon destroyed coral reefs and reduced populations of fish, weakening food security. Comparing individuals from communities that were directly hit by the typhoon with those that were not, we observe evidence that those affected by the typhoon are less risk averse. Stratifying our sample by gender, we observe strong evidence that females affected by the typhoon are more risk-loving than females unaffected by the typhoon. These results are consistent with the hypothesis that extreme negative events cause individuals to be more willing to accept greater risk in return for a larger financial reward.