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首页> 外文期刊>Environmental & Resource Economics >What Causes Heterogeneous Responses to Social Comparison Messages for Water Conservation?
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What Causes Heterogeneous Responses to Social Comparison Messages for Water Conservation?

机译：什么导致对社会比较消息的异质反应进行水资源保护？

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摘要

Social comparisons for water conservation are often implemented in conjunction with a broader set of drought management policies. We investigate the interaction of social comparisons with prior responses to voluntary appeals for water conservation using a large-scale field experiment in Reno, Nevada. We develop a new social comparison framed as performance toward a conservation goal in contrast to the traditional comparison made in gallons. Our new social comparison decouples the performance relative to the peer group from baseline water use, allowing us to investigate the role of the peer comparison independently from baseline water use. Using a traditional and our new social comparison, we investigate prior conservation and baseline water use as drivers of heterogeneous response to social comparisons. Baseline water drives treatment heterogeneity in the traditional social comparison, while prior conservation drives treatment heterogeneity the new social comparison. The results indicate that under-performance relative one's peers is critical for generating water conservation. Simple targeting of both types of social comparisons can increase aggregate savings by 38% because our new social comparison generates conservation among a different set of households compared to the traditional social comparison.
机译：水资源的社会比较通常与更广泛的干旱管理政策相结合。我们调查社会比较与新内华达州大型田间实验对水资源自愿呼吁的互动的互动。我们与在加仑的传统比较形成鲜明对比的展示框架的新社会比较。我们的新社会比较与基线用水量的同行组的性能与基线用途分离，允许我们独立于基线用水量调查对等比较的作用。使用传统和新的社交比较，我们调查了先前的保护和基线用水作为对社会比较的异质反应的驱动因素。基线水在传统社会比较中的处理异质性，虽然先前的保护推动了处理异质性新的社会比较。结果表明，性能下的相对一个同行对于产生水资源至关重要。简单的目标，两种类型的社会比较可以增加38％的总节约，因为我们的新社会比较与传统的社会比较相比，我们的新社会比较产生了不同的家庭之间的节约。

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