Andrew Sullivan writes:
Tim McDonnell ponders the results of a new study that gave liberals and conservatives the choice between conventional light bulbs and the more energy-efficient compact fluorescents:
Both bulbs were labeled with basic hard data on their energy use, but without a translation of that into climate pros and cons. When the bulbs cost the same, and even when the CFL cost more, conservatives and liberals were equally likely to buy the efficient bulb. But slap a message on the CFL’s packaging that says “Protect the Environment,” and “we saw a significant drop-off in more politically moderates and conservatives choosing that option,” said study author Dena Gromet, a researcher at the University of Pennsylvania’s Wharton School of Business.
… Gromet said she never expected the green message to motivate conservatives, but was surprised to find that it could in fact repel them from making a purchase even while they found other aspects, like saving cash on their power bills, attractive.