Research
My research explores ways to nudge consumers toward decisions that promote sustainability in its broad sense, encompassing both financial and environmental aspects. I aim to better understand the mechanisms, often psychological, that prevent consumers from adopting sustainable behaviors, such as long-term saving and energy efficiency. Based on these insights, I study potential behavioral interventions designed to guide consumers toward better decisions. I focus on two main streams of research: sustainable finance, and environmental sustainability. I conduct empirical research involving experiments (Randomized Controlled Trials), in both field and lab.
Research Interests
- Consumer wellbeing
- Sustainable behavior
- Financial decision making
- Behavior change
- Nudging
- Field experiments
Published Work
Nobel, Nurit
Recommender Systems: Friend (of Choice) or Foe? A Large-scale Field Experiment in Online Shopping Platforms Journal Article
In: Decision, 2024.
@article{Nobel2024,
title = {Recommender Systems: Friend (of Choice) or Foe? A Large-scale Field Experiment in Online Shopping Platforms},
author = {Nurit Nobel},
url = {https://osf.io/vzfbw/, OSF
https://doi.org/10.1037/dec0000236, link
},
doi = {10.1037/dec0000236},
year = {2024},
date = {2024-05-01},
urldate = {2024-05-01},
journal = {Decision},
abstract = {Recommender system (RS) algorithms are increasingly involved in online decision making, helping consumers quickly screen large assortments by presenting the most appealing products first. However, while purporting to facilitate choice, RS algorithms might be inadvertently hindering it due to the highly attractive choice sets they produce which might contribute to choice overload. In a field experiment conducted with 23,165 consumers in two online retailers, I find no indication that a considerably altered RS algorithm that presented consumers with only the most appealing product results followed by results of diminished attractiveness hurt choice process or outcome. The findings, coupled with a follow-up equivalence analysis, suggest that a small set of highly attractive products followed by many less appealing options may work as effectively as a large set of only attractive options in terms of choice process measures. This research proposes that studying consumer psychology phenomena in the unique setting provided by RS algorithms can lead to advances in both scientific theory and algorithm design.},
howpublished = {Manuscript under review},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
Recommender system (RS) algorithms are increasingly involved in online decision making, helping consumers quickly screen large assortments by presenting the most appealing products first. However, while purporting to facilitate choice, RS algorithms might be inadvertently hindering it due to the highly attractive choice sets they produce which might contribute to choice overload. In a field experiment conducted with 23,165 consumers in two online retailers, I find no indication that a considerably altered RS algorithm that presented consumers with only the most appealing product results followed by results of diminished attractiveness hurt choice process or outcome. The findings, coupled with a follow-up equivalence analysis, suggest that a small set of highly attractive products followed by many less appealing options may work as effectively as a large set of only attractive options in terms of choice process measures. This research proposes that studying consumer psychology phenomena in the unique setting provided by RS algorithms can lead to advances in both scientific theory and algorithm design.
Nobel, Nurit
New Frontiers in Behavioral Interventions - Harnessing Digital Technology to Change Behavior PhD Thesis
2023, ISBN: 978-91-7731-258-1, (Stockholm School of Economics PhD dissertation).
@phdthesis{nokey,
title = {New Frontiers in Behavioral Interventions - Harnessing Digital Technology to Change Behavior},
author = {Nurit Nobel},
url = {https://research.hhs.se/esploro/outputs/991001506599306056, link},
isbn = {978-91-7731-258-1},
year = {2023},
date = {2023-05-31},
urldate = {2023-05-31},
abstract = {An increasingly sedentary lifestyle, rising levels of household debt, global warming—many of society’s most pressing challenges have one contributing factor in common: human behavior. Many people have lofty goals involving physical activity, retirement saving or sustainable behavior. But in the moment of truth, they choose snoozing the alarm clock over going for a morning run, splurging on a pair of expensive shoes over saving money, and driving to work instead of cycling. In other words, these global challenges are exacerbated by the gap between people's good intentions and lack of meaningful action, dubbed the intention-action gap. It has been suggested that behavioral interventions, or interventions that rely on psychological insights, can be effective in mitigating these problems, and can thereby complement traditional tools for behavior change such as regulations and economic incentives. Additionally, digital tools such as algorithms and apps are increasingly involved in daily decision-making, and therefore can be apt for both learning about, and conducting, behavioral interventions. This consolidated dissertation will aim to empirically study the combination of such behavioral interventions and novel digital technology to promote positive change across various domains.},
howpublished = {Stockholm School of Economics},
note = {Stockholm School of Economics PhD dissertation},
keywords = {},
pubstate = {published},
tppubtype = {phdthesis}
}
An increasingly sedentary lifestyle, rising levels of household debt, global warming—many of society’s most pressing challenges have one contributing factor in common: human behavior. Many people have lofty goals involving physical activity, retirement saving or sustainable behavior. But in the moment of truth, they choose snoozing the alarm clock over going for a morning run, splurging on a pair of expensive shoes over saving money, and driving to work instead of cycling. In other words, these global challenges are exacerbated by the gap between people's good intentions and lack of meaningful action, dubbed the intention-action gap. It has been suggested that behavioral interventions, or interventions that rely on psychological insights, can be effective in mitigating these problems, and can thereby complement traditional tools for behavior change such as regulations and economic incentives. Additionally, digital tools such as algorithms and apps are increasingly involved in daily decision-making, and therefore can be apt for both learning about, and conducting, behavioral interventions. This consolidated dissertation will aim to empirically study the combination of such behavioral interventions and novel digital technology to promote positive change across various domains.
Nobel, Nurit
Interplay Between Benefit Appeal and Valence Framing in Reducing Smoking Behavior: Evidence From a Field Experience Journal Article
In: Journal of Behavioral Decision Making, vol. 36, iss. 2, pp. e2301, 2023.
@article{Nobel2022,
title = {Interplay Between Benefit Appeal and Valence Framing in Reducing Smoking Behavior: Evidence From a Field Experience},
author = {Nurit Nobel},
url = {https://onlinelibrary.wiley.com/doi/10.1002/bdm.2301, Link
https://osf.io/6ytqb/, OSF
},
doi = {10.1002/bdm.2301},
year = {2023},
date = {2023-04-03},
urldate = {2022-09-15},
journal = {Journal of Behavioral Decision Making},
volume = {36},
issue = {2},
pages = {e2301},
abstract = {Smoking is one of the leading causes of preventable death globally, yet it remains a common behavior. Interventions that increase the concreteness of future smoking outcomes have been suggested to be effective, but little research has examined what type of future outcomes should be highlighted, and in what way. The present study therefore explores the efficacy of two types of framings of smoking cessation consequences: appeal type (time vs. money) and valence (gain vs. loss). A randomized controlled field experiment with 2,935 participants conducted via a digital therapeutics app found that messages focusing on money (time) are most likely to lead to immediate reduced smoking behavior when framed as a gain (loss). Effects on motivation or long-term smoking cessation were not detected. The results illustrate the psychological differences between money and time, between attitudes and behaviors, and between short-term and long-term behavior change. This study highlights the importance of considering both appeal type and valence framing when designing smoking cessation messages.},
howpublished = {Accepted at Journal of Behavioral Decision Making},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
Smoking is one of the leading causes of preventable death globally, yet it remains a common behavior. Interventions that increase the concreteness of future smoking outcomes have been suggested to be effective, but little research has examined what type of future outcomes should be highlighted, and in what way. The present study therefore explores the efficacy of two types of framings of smoking cessation consequences: appeal type (time vs. money) and valence (gain vs. loss). A randomized controlled field experiment with 2,935 participants conducted via a digital therapeutics app found that messages focusing on money (time) are most likely to lead to immediate reduced smoking behavior when framed as a gain (loss). Effects on motivation or long-term smoking cessation were not detected. The results illustrate the psychological differences between money and time, between attitudes and behaviors, and between short-term and long-term behavior change. This study highlights the importance of considering both appeal type and valence framing when designing smoking cessation messages.
Work in Progress
Nobel, Nurit; Hiscox, Michael
Climate Risk and Resilience: Proximal Cues in Wildfire Communication Working paper
Working paper, 2024.
@workingpaper{Hiscox2024b,
title = {Climate Risk and Resilience: Proximal Cues in Wildfire Communication},
author = {Nurit Nobel AND Michael Hiscox},
year = {2024},
date = {2024-11-16},
urldate = {2024-11-16},
abstract = {Climate change is ushering in a new era of heightened environmental risks, marked by an increase in extreme weather events such as wildfires and floods. Recognizing the urgency of this situation, individuals are advised to proactively safeguard their homes against potential disasters. Despite widespread awareness of the impending threats, there exists a troubling gap between people’s intentions to prepare for climate-related risks and their actions. To mitigate the gap, this research tests a behaviorally informed intervention to encourage climate resilience, namely, the inclusion of proximal cues in wildfire-preparedness messaging. A field experiment with 12,985 Australian bank customers revealed that mentioning participants’ specific suburb in wildfire-preparedness messages significantly increased their engagement. Participants who received emails with proximal cues were twice as likely to seek further information on bushfire preparedness compared to those who received generic messages. These findings suggest that incorporating local cues in climate communication can effectively bridge the gap between intention and action in climate adaptation, offering a practical approach to enhance climate resilience behaviors.},
howpublished = {Working paper},
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pubstate = {published},
tppubtype = {workingpaper}
}
Climate change is ushering in a new era of heightened environmental risks, marked by an increase in extreme weather events such as wildfires and floods. Recognizing the urgency of this situation, individuals are advised to proactively safeguard their homes against potential disasters. Despite widespread awareness of the impending threats, there exists a troubling gap between people’s intentions to prepare for climate-related risks and their actions. To mitigate the gap, this research tests a behaviorally informed intervention to encourage climate resilience, namely, the inclusion of proximal cues in wildfire-preparedness messaging. A field experiment with 12,985 Australian bank customers revealed that mentioning participants’ specific suburb in wildfire-preparedness messages significantly increased their engagement. Participants who received emails with proximal cues were twice as likely to seek further information on bushfire preparedness compared to those who received generic messages. These findings suggest that incorporating local cues in climate communication can effectively bridge the gap between intention and action in climate adaptation, offering a practical approach to enhance climate resilience behaviors.
Nobel, Nurit; Hiscox, Michael
Pro-Self and Pro-Social Message Framing to Encourage Household Decarbonization Working paper
Working paper, 2024.
@workingpaper{Hiscox2024,
title = {Pro-Self and Pro-Social Message Framing to Encourage Household Decarbonization},
author = {Nurit Nobel AND Michael Hiscox},
year = {2024},
date = {2024-10-15},
urldate = {2024-10-15},
abstract = {Energy-efficient home renovations, such as rooftop solar panels and storage batteries, reduce electricity usage and carbon emissions, providing benefits for both homeowners and society. Despite these benefits, a gap in considering energy efficiency when choosing products leads to underinvestment in energy-efficient options, known as the “energy-efficiency gap.” To address this gap, we conducted a large-scale field experiment with 103,672 homeowners, testing different messaging approaches to promote the adoption of energy-saving technologies. We focused on a new low-interest fixed-term bank loan from a major Australian retail bank for home renovations, emphasizing rooftop solar panel installation. Two message types were compared: a pro-social message (“Together creating a brighter tomorrow”) and a pro-self message (“Get an ultra low-rate green loan”). Customers receiving the pro-self message were more likely to seek additional information about the green loan compared to those receiving the pro-social message. However, further analysis indicates that customers who received the pro-social message were more likely to initiate a green loan application and receive funding compared to those receiving the pro-self message, though these downstream results lack statistical significance due to a small number of applications submitted and approved. This study contributes to the ongoing discussion on motivating environmental behavior, showing that while pro-self messages attract more attention, pro-social messages may increase follow-through in adopting environmentally friendly behaviors.},
howpublished = {Working paper},
keywords = {},
pubstate = {published},
tppubtype = {workingpaper}
}
Energy-efficient home renovations, such as rooftop solar panels and storage batteries, reduce electricity usage and carbon emissions, providing benefits for both homeowners and society. Despite these benefits, a gap in considering energy efficiency when choosing products leads to underinvestment in energy-efficient options, known as the “energy-efficiency gap.” To address this gap, we conducted a large-scale field experiment with 103,672 homeowners, testing different messaging approaches to promote the adoption of energy-saving technologies. We focused on a new low-interest fixed-term bank loan from a major Australian retail bank for home renovations, emphasizing rooftop solar panel installation. Two message types were compared: a pro-social message (“Together creating a brighter tomorrow”) and a pro-self message (“Get an ultra low-rate green loan”). Customers receiving the pro-self message were more likely to seek additional information about the green loan compared to those receiving the pro-social message. However, further analysis indicates that customers who received the pro-social message were more likely to initiate a green loan application and receive funding compared to those receiving the pro-self message, though these downstream results lack statistical significance due to a small number of applications submitted and approved. This study contributes to the ongoing discussion on motivating environmental behavior, showing that while pro-self messages attract more attention, pro-social messages may increase follow-through in adopting environmentally friendly behaviors.
Nobel, Nurit; Gladstone, Joe
Mental Contrasting and Financial Wellbeing: A Field Experiment in Consumer Savings Working paper
Working paper, 2024.
@workingpaper{Nobel2022b,
title = {Mental Contrasting and Financial Wellbeing: A Field Experiment in Consumer Savings},
author = {Nurit Nobel AND Joe Gladstone},
year = {2024},
date = {2024-07-20},
urldate = {2024-07-20},
abstract = {Many individuals aspire to save more money, yet often struggle to translate their intentions into actions. This study investigates the effectiveness of two psychological strategies derived from fantasy realization theory—mental contrasting and positive thinking—in promoting savings. In a field experiment with a Swedish savings app, we randomly assigned participants to either contrast their savings goal with the obstacles they faced, or to think about the positive outcomes of reaching their goal. Both interventions significantly boosted savings, with participants saving three times more on the day they received the messages relative to an average day. However, both interventions were not equally effective, with positive thinking leading to a 90.23% higher savings rate compared to mental contrasting. This outcome challenges prevailing literature on fantasy realization theory, which claims that solely focusing on positive aspects may contribute to complacency and inaction. While mental contrasting was less effective generally, it did benefit specifically high-efficacy participants. This disparity may be attributed to their greater ability to formulate actionable plans and overcome barriers when pursuing their savings goals.},
howpublished = {Working paper},
keywords = {},
pubstate = {published},
tppubtype = {workingpaper}
}
Many individuals aspire to save more money, yet often struggle to translate their intentions into actions. This study investigates the effectiveness of two psychological strategies derived from fantasy realization theory—mental contrasting and positive thinking—in promoting savings. In a field experiment with a Swedish savings app, we randomly assigned participants to either contrast their savings goal with the obstacles they faced, or to think about the positive outcomes of reaching their goal. Both interventions significantly boosted savings, with participants saving three times more on the day they received the messages relative to an average day. However, both interventions were not equally effective, with positive thinking leading to a 90.23% higher savings rate compared to mental contrasting. This outcome challenges prevailing literature on fantasy realization theory, which claims that solely focusing on positive aspects may contribute to complacency and inaction. While mental contrasting was less effective generally, it did benefit specifically high-efficacy participants. This disparity may be attributed to their greater ability to formulate actionable plans and overcome barriers when pursuing their savings goals.