Research
My research examines how consumer psychology can inform decisions that promote long-term financial and environmental sustainability, with a particular focus on sustainable consumption, climate adaptation, and financial wellbeing. Across these domains, I study how consumers interpret information, incentives, and choice environments, and how these interpretations in turn shape consequential behaviors. A central theme across my research is translating behavioral theory into scalable interventions while using real-world settings with high ecological validity. Methodologically, my work emphasizes large-scale field experimentation conducted in collaboration with industry actors, complemented by controlled online experiments, and conceptual theory development. I am also strongly committed to open science principles, including transparent research practices, preregistration, and sharing materials and data where possible.
Research Interests
- Consumer wellbeing
- Sustainable consumption
- Climate risk and adaptation
- Circular economy
- Financial wellbeing
- Behavior change
- Nudging
- Field experiments
Published Work
Nobel, Nurit; Hiscox, Michael
Enhancing Climate Resilience with Proximal Cues in Personalized Climate Disaster Preparedness Messaging Journal Article
In: Nature Human Behaviour, 2025.
@article{Hiscox2025,
title = {Enhancing Climate Resilience with Proximal Cues in Personalized Climate Disaster Preparedness Messaging},
author = {Nurit Nobel AND Michael Hiscox},
url = {https://doi.org/10.1038/s41562-025-02352-w, Link
https://aspredicted.org/W75_7DM, AsPredicted},
doi = {10.1038/s41562-025-02352-w},
year = {2025},
date = {2025-12-08},
urldate = {2025-12-08},
journal = {Nature Human Behaviour},
abstract = {Climate-related disasters such as wildfires and floods pose escalating risks to communities worldwide, yet motivating individuals to adopt protective measures remains a persistent challenge. In a preregistered field experiment with 12,985 Australian homeowners in wildfire-prone areas, we demonstrate that a simple behavioral intervention—integrating proximal cues, such as participants’ suburbs, into climate risk communications—significantly increases engagement. Participants who received localized messages were twice as likely to seek further information about wildfire preparedness compared to those who received generic communications (OR = 2.03, 95% CI = [1.33, 3.16]). This effect highlights the power of behavioral interventions in addressing barriers to climate adaptation, particularly by reducing psychological distance and fostering place attachment. By making abstract climate risks tangible and personally relevant, the intervention nudges individuals towards action. These findings suggest a scalable, low-cost approach for enhancing disaster preparedness, offering insights for leveraging behavioral science to mitigate the impact of climate-related disasters.},
howpublished = {Working paper},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
Climate-related disasters such as wildfires and floods pose escalating risks to communities worldwide, yet motivating individuals to adopt protective measures remains a persistent challenge. In a preregistered field experiment with 12,985 Australian homeowners in wildfire-prone areas, we demonstrate that a simple behavioral intervention—integrating proximal cues, such as participants’ suburbs, into climate risk communications—significantly increases engagement. Participants who received localized messages were twice as likely to seek further information about wildfire preparedness compared to those who received generic communications (OR = 2.03, 95% CI = [1.33, 3.16]). This effect highlights the power of behavioral interventions in addressing barriers to climate adaptation, particularly by reducing psychological distance and fostering place attachment. By making abstract climate risks tangible and personally relevant, the intervention nudges individuals towards action. These findings suggest a scalable, low-cost approach for enhancing disaster preparedness, offering insights for leveraging behavioral science to mitigate the impact of climate-related disasters.
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
Promoting Green Retrofitting with a Scalable Behavioral Intervention: Evidence from a Large-Scale Field Experiment Working paper
Working paper, 2024.
@workingpaper{Hiscox2024,
title = {Promoting Green Retrofitting with a Scalable Behavioral Intervention: Evidence from a Large-Scale Field Experiment},
author = {Nurit Nobel AND Michael Hiscox},
year = {2024},
date = {2024-10-15},
urldate = {2024-10-15},
abstract = {Governments and banks are increasingly investing in green loans as a climate policy tool, yet adoption remains low. We conducted a large-scale field experiment with 103,672 homeowners in partnership with a major Australian bank to test how message framing influences uptake of green loans for home retrofitting (e.g., rooftop solar panels). Participants received a digital message highlighting either self-focused benefits (“Get an ultra low-rate green loan”) or other-focused, collective goals (“Together creating a brighter tomorrow”). The self-focused message generated significantly more initial engagement—measured by clicks to learn more—yet the other-focused message was directionally more effective in driving downstream actions, such as loan applications and approvals, though not statistically significant due to low base rates. This pattern suggests a motivational divergence: self-focused appeals grab attention, but other-focused messages may better sustain commitment. This work demonstrates how psychologically informed communication can help mitigate the energy-efficiency gap and support broader climate policy goals. The results have implications for policymakers, financial institutions, and marketers aiming to design impactful interventions that foster household-level climate action.},
howpublished = {Working paper},
keywords = {},
pubstate = {published},
tppubtype = {workingpaper}
}
Governments and banks are increasingly investing in green loans as a climate policy tool, yet adoption remains low. We conducted a large-scale field experiment with 103,672 homeowners in partnership with a major Australian bank to test how message framing influences uptake of green loans for home retrofitting (e.g., rooftop solar panels). Participants received a digital message highlighting either self-focused benefits (“Get an ultra low-rate green loan”) or other-focused, collective goals (“Together creating a brighter tomorrow”). The self-focused message generated significantly more initial engagement—measured by clicks to learn more—yet the other-focused message was directionally more effective in driving downstream actions, such as loan applications and approvals, though not statistically significant due to low base rates. This pattern suggests a motivational divergence: self-focused appeals grab attention, but other-focused messages may better sustain commitment. This work demonstrates how psychologically informed communication can help mitigate the energy-efficiency gap and support broader climate policy goals. The results have implications for policymakers, financial institutions, and marketers aiming to design impactful interventions that foster household-level climate action.
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.