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originally posted in:Secular Sevens
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5/1/2013 3:48:38 AM
63
Conservatives Less Likely To Purchase Light Bulbs Labelled "Environmentally Friendly"
[quote]This research demonstrates how promoting the environment can negatively affect adoption of energy efficiency in the United States because of the political polarization surrounding environmental issues. Study 1 demonstrated that more politically conservative individuals were less in favor of investment in energy-efficient technology than were those who were more politically liberal. This finding was driven primarily by the lessened psychological value that more conservative individuals placed on reducing carbon emissions. Study 2 showed that this difference has consequences: [u]In a real-choice context, more conservative individuals were less likely to purchase a more expensive energy-efficient light bulb when it was labeled with an environmental message than when it was unlabeled[/u]. These results highlight the importance of taking into account psychological value-based considerations in the individual adoption of energy-efficient technology in the United States and beyond.[/quote]
Lol @ conservatives. Malevolent pricks.
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12 RepliesInteresting facts about the study (one experiment): [quote]- 210 participants, all from a US university - 61% female - Aged from 18 - 66, mean = 22.36 - They were each given $2 to buy a bulb - They could choose between an incandescent and compact fluorescent light - In one condition both bulbs were $0.50, in the other, the CFL bulb was more expensive ($1.50 to $0.50) - The CFL bulb had a "Protect the Environment" sticker, which varied according to the conditions of the experiment a participant was assigned to - Each package contained identical information - The CFL bulb is superior in terms of function, savings, and environmental benefit - Purchase was expressive of a participants values when the sticker had the message - When the bulbs had the same price, the sticker had no effect - When the CFL bulb was 3x more expensive, environmental salience influenced choice differently based on political ideology - Moderates and conservatives were deterred from purchasing the CFL bulb with the sticker when the bulb was 3x more expensive - Results show that the more moderate and conservative participants preferred to bear a long-term financial cost to avoid purchasing an item associated with valuing environmental protection[/quote]
