Suchergebnisse

AbstractOne challenge of promoting energy‐efficient behavior change is status quo bias: consumers are reluctant to change away from their current level of energy usage, even if their energy usage is higher than they would actively choose. Using experimental data, this article examines what temporal frame minimizes status quo bias and encourages energy‐efficient behavioral intentions. The authors find that individuals make the most energy efficient decisions when presented with a monthly framing because they are more easily able to think about monthly costs than daily or yearly costs. The authors investigate whether cognitive fluency could be an underlying mechanism, and find evidence that individuals are most fluent when energy costs are framed on a monthly basis.