Kilo what? Default units increase value sensitivity in joint evaluations of energy efficiency

Abstract

The unit in which numerical information is presented can have a strong influence on how decision makers evaluate and choose between available choice options. The present work examines the influence of frequently used default units on judgments and decisions of energy efficiency. Across three experiments (Ntotal = 497), our results provide evidence that value sensitivity increases by about 25% in joint evaluation mode when a product attribute is presented in the default unit versus a non-default unit. As a result, presenting an attribute in the default unit led to more favorable evaluations of superior products and less favorable evaluations of inferior products. This result was robust to changes in the numerical magnitude of the non-default unit. Moreover, when joint evaluation was performed across different units, products described using the default unit were evaluated more favorably than products described using a non-default unit. More favorable evaluations based on the default unit translated into a higher willingness to pay for efficiency advantages. We discuss the theoretical and practical implications of default units to guide informed consumer judgments and effective energy efficiency labeling.

The effects of pseudo‐relevant 100% claims

“…Many products are associated with numerical information, which can be embedded in a product's price, its operation period (e.g., “results within 30 days”), ingredients (e.g., “20% less sugar”), and more (Santana et al, 2020). When sensibly incorporated into marketing materials, numbers can help consumers make more informed decisions (Herberz et al, 2020; Viswanathan, 1993). Numerical information may also aid marketers and firms by affecting consumer responses to products.…”

“…. When sensibly incorporated into marketing materials, numbers can help consumers make more informed decisions (Herberz et al, 2020;Viswanathan, 1993). Numerical information may also aid marketers and firms by affecting consumer responses to products.…”

Co-adoption pathways toward a low-carbon energy system

“…Past research in the social sciences has mainly looked at the diffusion of singles technologies and the determinants of their adoption, highlighting the relevance of demographic, situational, and contextual factors, 40 , 41 , 42 , 43 as well as of psychological characteristics, such as personal motivation. 41 , 44 Among the demographic variables, age, income, and home ownership have been shown to be important predictors of low-carbon technology adoption. 40 , 41 …”