eprintid: 48549 rev_number: 10 eprint_status: archive userid: 1482 importid: 105 dir: disk0/00/04/85/49 datestamp: 2024-01-26 13:17:41 lastmod: 2025-01-06 13:27:47 status_changed: 2025-01-06 13:27:23 type: article metadata_visibility: show creators_name: Bollinger, Bryan creators_name: Gillingham, Kenneth creators_name: Lamp, Stefan creators_name: Tsvetanov, Tsvetan creators_id: bryan.bollinger@stern.nyu.edu creators_id: kenneth.gillingham@yale.edu creators_id: stefan.lamp@tse-fr.eu creators_id: tsvetanov@ku.edu creators_idrefppn: 24158678X creators_halaffid: 1002422 title: Promotional campaign duration and word of mouth in solar panel adoption ispublished: pub subjects: subjects_ECO abstract: Intensive marketing campaigns can be used to increase awareness, consideration, purchase, and word of mouth (WOM) of prosocial products. With expanded interest and belief in how social norms and spillovers might be leveraged to combat climate change, it is critical to understand how campaigns designed to leverage such peer effects can be best designed. In this paper, we study the role of campaign duration in solar photovoltaic adoption using a large-scale field experiment in which we randomly assign communities to campaigns with shorter durations, increasing the marketing intensity to maintain the same total resources per campaign. We find that the longer campaigns generate more WOM and lead to more adoption postcampaign despite a comparable number of installations during the campaigns. The shorter campaigns led to 22.6 fewer installations per town in the two years after the campaigns concluded, leading to a cost per acquisition of $4,367 versus $2,029 in the longer campaigns, the latter being lower than installers’ self-reported acquisition costs and the former being substantially higher. date: 2024-09 date_type: published publisher: The Institute of Management Sciences and Operations Research Society of America id_number: 10.1287/mksc.2022.0243 official_url: http://tse-fr.eu/pub/128996 faculty: tse divisions: tse language: en has_fulltext: FALSE doi: 10.1287/mksc.2022.0243 view_date_year: 2024 full_text_status: none publication: Marketing Science volume: Vol. 43 number: N° 5 place_of_pub: Providence, R.I pagerange: 925-1151 refereed: TRUE issn: 0732-2399 oai_identifier: oai:tse-fr.eu:128996 harvester_local_overwrite: issn harvester_local_overwrite: pending harvester_local_overwrite: note harvester_local_overwrite: creators_idrefppn harvester_local_overwrite: title harvester_local_overwrite: publisher harvester_local_overwrite: creators_id harvester_local_overwrite: number harvester_local_overwrite: volume harvester_local_overwrite: date harvester_local_overwrite: creators_halaffid harvester_local_overwrite: pagerange harvester_local_overwrite: place_of_pub harvester_local_overwrite: hal_id harvester_local_overwrite: hal_version harvester_local_overwrite: hal_url harvester_local_overwrite: hal_passwd oai_lastmod: 2024-12-13T13:42:43Z oai_set: tse site: ut1 hal_id: hal-04867252 hal_passwd: hipyi1c hal_version: 1 hal_url: https://hal.science/hal-04867252 citation: Bollinger, Bryan, Gillingham, Kenneth, Lamp, Stefan and Tsvetanov, Tsvetan (2024) Promotional campaign duration and word of mouth in solar panel adoption. Marketing Science, Vol. 43 (N° 5). pp. 925-1151.