The Persistence of Moral Suasion and Economic Incentives: Field Experimental Evidence from Energy Demand

The authors would like to thank Tetsuya Kawamura for excellent research assistance. We thank Hunt Allcott, Masahiko Aoki, Severin Borenstein, Lucas Davis, Liran Einav, Meredith Fowlie, Takeo Hoshi, Caroline Hoxby, Katrina Jessoe, Paul Joskow, Ryan Kellogg, Chris Knittel, David Laibson, Michael Price, Steve Puller, Matthew Rabin, Dave Rapson, Catherine Wolfram, Frank Wolak, and seminar participants at MIT, Harvard, Stanford, UC Berkeley, UC Davis, University of Tokyo, the NBER Summer Institute, the AEA Annual Meeting, the POWER Conference on Energy Research and Policy, and the RIETI for helpful comments. We thank the Japanese Ministry of Economy, Trade and Industry, the prefecture of Kyoto, Kansai Electric Power Company, and Mitsubishi Heavy Industries, Ltd. for their collaboration on this study. We thank the New Energy Promotion Council for financial support. Ito thanks the Energy Institute at Haas and the Stanford Institute for Economic Policy Research for financial support. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.