The Lightbulb Paradox: Evidence from Two Randomized Experiments
---- Acknowledgements -----
We are grateful to Lucas Davis, Stefano DellaVigna, Mushfiq Mubarak, Sendhil Mullainathan, Emmanuel Saez, and other colleagues, as well as seminar audiences at Berkeley, Harvard, the NBER Public Economics Meetings, Stanford, the Stanford Institute for Theoretical Economics, and the University of California Energy Institute for constructive feedback. We thank our re- search assistants - Jeremiah Hair, Nina Yang, and Tiffany Yee - as well as management at the partner company, for their work on the in-store experiment. Thanks to Stefan Subias, Benjamin DiPaola, and Poom Nukulkij at GfK for their work on the TESS experiment. We are grateful to the National Science Foundation and the Sloan Foundation for financial support. Code to replicate the results, as well as the protocol for the in-store experiment, can be downloaded from Hunt Allcott's website. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research.