Right-wingers less likely to buy energy saving bulbs if you tell them it helps the environment

Head, meet desk.

This is the saddest thing. Research reported in American scientific journal PNAS finds that right wingers are made less likely to buy an energy-efficient bulb when the purchase was specified as environmentally friendly than when it wasn't.

In the study, one of two carried out by Dena M. Gromet, Howard Kunreuther, and Richard P. Larrick, the researchers offered participants the choice of buying a conventional lightbulb, and an energy-saving one. Every participant was offered "information about the energy efficiency benefits of the CFL bulb compared with the incandescent bulb (e.g., the CFL bulb lasts for 9,000 more hours and reduces energy cost by 75%)," and the experiment was run twice, once with a realistic price difference (50¢ for the incandescent bulb, $1.50 for the CFL) and once with both bulbs at 50¢.

The participants were then split into two groups. One of the groups were given the CFL bulb in a blank box, the other in a box that said "Protect the Environment" on it. The result? Most people except those who were very left-wing were put off by the environmental label. Whereas slightly over half the people offered two blank boxes chose the CFL bulb, people offered the environmental label chose it 80% of the time if they were left-wing, dropping to just 30% if they were right-wing.

It's one thing to see that people on the left politically are more encouraged to protect the environment than people on the right – that's always been known – but it's an entirely different kettle of fish to discover that (American) right-wingers are actively turned off something if they discover it will help the environment. No wonder fighting climate change is so hard.

Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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The NS Podcast #169: Traingate, gaffes and Ghostbusters

The New Statesman podcast.

This week, Helen and Stephen tackle Traingate and Lunaticgate. George Eaton comes down-the-line from the valleys with the latest on the Owen Smith campaign. Anna Leszkiewicz joins to discuss feminism in the new Ghostbusters film. And you-ask-us: what is the role of the John McDonell in the Corbyn ménage? (Helen Lewis, Stephen Bush, George Eaton, Anna Leszkiewicz) 

Links:

Traingate (01.24)
Stephen on Jennifer's Ear

Lunaticgate (05.20)
David Wearing on Smith's slurs and empty promises.

Owen Smith (11.36)
George's interview for this week's magazine

Ghosbusters (18.44)
Ryan Gilbey reviews the film
Listen to the SRSLY take 
Anna on the dark side of the Romcom

John McDonnell (31.17)
Read him in his own words
And watch him in action

You can subscribe to the podcast through iTunes here or with this RSS feed: http://rss.acast.com/newstatesman, or listen using the player below.

And if you're craving yet more NS podcastery, you can watch Helen and Stephen host a live recording at this summer's London Podcast Festival. Tickets available here

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