http://www.pnas.org/content/early/2013/04/26/1218453110
While most of the outcomes of this study are in the 'no duh' category, one really sticks out. Basically consumers were given a choice between CFL light bulbs and regular ones at various price points. When price, etc was equal, everyone chose basically the same light bulb. (no duh, right?)
The interesting part came from when a 'save the environment' sticker was put on some of the light bulb packaging. In this case conservatives were less likely to purchase it even when all other things were equal. Conservatives were willing to subvert their own preferred purchase in order to demonstrate their dislike for anti-carbon emissions ideology. In a light bulb that nobody will use but them. That nobody else will even notice they were using. To their financial detriment.
That is mighty irrational.
While most of the outcomes of this study are in the 'no duh' category, one really sticks out. Basically consumers were given a choice between CFL light bulbs and regular ones at various price points. When price, etc was equal, everyone chose basically the same light bulb. (no duh, right?)
The interesting part came from when a 'save the environment' sticker was put on some of the light bulb packaging. In this case conservatives were less likely to purchase it even when all other things were equal. Conservatives were willing to subvert their own preferred purchase in order to demonstrate their dislike for anti-carbon emissions ideology. In a light bulb that nobody will use but them. That nobody else will even notice they were using. To their financial detriment.
That is mighty irrational.