1 论文标题
The Behavioralist Goes Door-To-Door: Understanding Household Technological Diffusion Using a Theory-Driven Natural Field Experiment
2 作者信息
Matilde Giaccherini
David H. Herberich
David Jimenez-Gomez
John A. List
Giovanni Ponti
Michael K. Price
3 出处和链接（比如，NBER working paper No.11000）
NBER Working Paper 26173
http://www.nber.org/papers/w26173
4 摘要
This paper uses a field experiment to estimate behavioral parameters from a structural model of residential adoption of technology. As our model includes both economic and psychological factors, we are able to identify the role of prices, social norms, social pressure, and curiosity on the adoption decision. We find that prices and social norms influence the adoption decision along different margins, opening up the opportunity for economics and psychology to be strong complements in the diffusion process. In addition, welfare estimates from our structural model point to important household heterogeneities: whereas some consumers welcome the opportunity to purchase and learn about the new technology, for others the inconvenience and social pressure of the ask results in negative welfare. As a whole, our findings highlight that the design of optimal technological diffusion policies will require multiple instruments and a recognition of individual household heterogeneities.
本文使用现场实验从住宅采用技术的结构模型中估算行为参数。由于我们的模型同时包含经济和心理因素，因此我们能够确定价格，社会规范，社会压力以及对采用决定的好奇心的作用。我们发现，价格和社会规范在不同的范围内影响采用的决定，从而为经济学和心理学提供了在扩散过程中成为强大补充的机会。此外，从我们的结构模型得出的福利估算指向重要的家庭异质性：一些消费者欢迎有机会购买和了解新技术，而另一些消费者则不便和社会压力导致了负面的福利。整体而言 ，我们的研究结果强调，最佳技术扩散政策的设计将需要多种工具和对个体家庭的认可。（谷歌翻译）