A team of researchers from the University of Pennsylvania and Duke wanted to know what kind of marketing strategies work for energy-efficient products when directed toward people with different political views.
So they brought a group consisting of conservatives, centrists and liberals into a lab and gave them a choice between a compact florescent light bulb and an incandescent. The packaging included information on price, long-term performance and a label promoting the environmental benefits of the product.
Price determined how participants reacted to the environmental message. Even with a label about saving carbon emissions, conservatives and liberals were equally likely to pick the CFL bulb when it was priced the same as a conventional bulb.
But when the CFL was priced higher, only 30 percent of conservatives opted for the efficient bulb when it included an environmental message. When the label was taken off and the bulbs were priced differently, more conservatives chose the CFL.
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