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- W3048507495 abstract "Significance There is substantial policy-maker interest in assuring that the benefits from rooftop solar photovoltaic systems are shared by communities of all income groups. This study performs a field experiment leveraging a limited-time grassroots campaign to promote household adoption of solar to test the effectiveness of two messaging approaches motivated by previous empirical work. We find that self-interest messaging outperforms prosocial community-oriented messaging. The self-interest approach leads to higher-net present value systems, while the prosocial approach leads to greater peer recommendations and satisfaction with the installations, consistent with prosocial messaging leading to adoption by more community-oriented households. Income moderates the effectiveness of self-interest messaging, with high-income communities responding more than low- and moderate-income communities." @default.
- W3048507495 created "2020-08-18" @default.
- W3048507495 creator A5011966983 @default.
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- W3048507495 date "2020-08-10" @default.
- W3048507495 modified "2023-10-17" @default.
- W3048507495 title "Field experimental evidence shows that self-interest attracts more sunlight" @default.
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- W3048507495 doi "https://doi.org/10.1073/pnas.2004428117" @default.
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