"Twice as Nice? A Longitudinal Field Study of Separate vs. Combined Nudges for Laundry Behaviors" named ACR Best Consumer Behavior Competitive Paper Runner-Up
Professor Siddhanth (Sid) Mookerjee鈥檚 paper titled "Twice as Nice? A Longitudinal Field Study of Separate vs. Combined Nudges for Laundry Behaviors鈥� with co-authors David Hardisty, Kirstin Appelt, Yanwen Wang, Jiaying Zhao and Arien Koreland, was named a 2024 Best Consumer Behavior Competitive Paper Runner Up by the Association for Consumer Research (ACR) at their 2024 Asia-Pacific annual international conference.
The paper investigates whether energy conservation "nudges" are more effective if they focus on benefits for the self, benefits for the planet, or both, and whether it is better to target one behavior at a time, or many different behaviors simultaneously. The project is a longitudinal field study where researchers partnered with a residential energy provider and compared the impact of different washing machine decals on encouraging consumers to increase energy-efficient laundry behaviors: re-wearing clothes, combining loads, washing with cold water, and/or hang-drying clothes.
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