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Field experimental evidence shows that self-interest attracts more sunlight.

ABSTRACT: This study examines how messaging approaches in a prosocial intervention can influence not only the effectiveness of the intervention but also, contagion afterward. Our investigation focuses on leveraging two motivations for solar adoption: self-interest and prosocial. Using data from a natural field experiment in 29 municipalities containing 684,000 people, we find that self-interest messaging is twice as effective in inducing solar adoption both during and after the intervention. Adoptions under self-interest messaging have 10% higher net present value, but prosocial messaging increases the likelihood that adopters recommend solar to their friends and neighbors. Income moderates the effectiveness of self-interest messaging, performing much better in high-income communities than low- and moderate-income communities. There was no significant difference across income groups for prosocial messaging. These results provide guidance to policy makers aiming to encourage prosocial behavior across all income groups.

SUBMITTER: Bollinger B

PROVIDER: S-EPMC7456121 | biostudies-literature | 2020 Aug

REPOSITORIES: biostudies-literature

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Field experimental evidence shows that self-interest attracts more sunlight.

Bollinger Bryan B Gillingham Kenneth T KT Ovaere Marten M

Proceedings of the National Academy of Sciences of the United States of America 20200810 34

This study examines how messaging approaches in a prosocial intervention can influence not only the effectiveness of the intervention but also, contagion afterward. Our investigation focuses on leveraging two motivations for solar adoption: self-interest and prosocial. Using data from a natural field experiment in 29 municipalities containing 684,000 people, we find that self-interest messaging is twice as effective in inducing solar adoption both during and after the intervention. Adoptions und ...[more]

PMID: 32778577

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Project description:In a development of the ecosemiotic vivo-scape concept, a 'safety eco-field' is proposed as a model of a species response to the safety of its environment. The safety eco-field is based on the ecosemiotic approach which considers environmental safety as a resource sought and chosen by individuals to counter predatory pressure. To test the relative safety of different locations within a landscape, 66 bird feeders (BF) were deployed in a regular 15 × 15 m grid in a rural area, surrounded by shrubs, small trees, hedgerows, and buildings. On each of 48 days in November 2021 and February and March 2022, dried mealworms were placed on each BF and counts of larvae at each BF were made at noon and dusk. The European robin (Erithacus rubecula) and the great tit (Parus major) were the most regular visitors to the BFs. Land cover at each BF was recorded. Bird behaviour at the BFs was noted from direct video recordings of the birds at nine selected BFs, totalling 32 daily sessions in March. The different behaviours of the European robin and the great tit were observable. The safety eco-field changed according to the month and the time of day. The distance of the BF from the woodland edges seemed to be important only in the morning. In the afternoon, BFs that were more distant from the woodland edges received the highest number of visits. Weather conditions were found to influence the number of mealworms removed, but this requires further investigation. A significant relationship between land cover and the number of mealworm larvae removed from the BFs was observed. Within the grid of BF, three regions were distinguishable which were related to land cover in the safety eco-field process. The experimental framework confirms the adequacy, at least for birds that have cryptic predators, to map the landscape as a proxy of safety resource. From the video recordings it was noted that the European robin visits were distributed throughout the day without apparent temporal preferences, while the great tit visits were concentrated in the central part of the day. This result has the limitation of the short period of observation (March) and should be extended to the entire period of the experiment to eventually capture seasonal variation. The experimental evidence obtained confirms that the ecosemiotic-based models of safety eco-field are an efficient approach to explain bird feeding preferences and behaviours.Supplementary informationThe online version contains supplementary material available at 10.1007/s12304-023-09522-1.

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Field experimental evidence shows that self-interest attracts more sunlight.

Publications

Field experimental evidence shows that self-interest attracts more sunlight.

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