John A. List

How to Make Good Ideas Great and Great Ideas Scale

Voltage Effect

A leading economist answers one of today’s trickiest questions: Why do some great ideas make it big while others fail to take off? “Brilliant, practical, and grounded in the very latest research, this is by far the best book I’ve ever read on the how and why of scaling.”—Angela Duckworth, CEO of Character Lab and New York Times bestselling author of Grit “Scale” has become a favored buzzword in the startup world. But scale isn't just about accumulating more users or capturing more market share. It's about whether an idea that takes hold in a small group can do the same in a much larger one—whether you’re growing a small business, rolling out a diversity and inclusion program, or delivering billions of doses of a vaccine. Translating an idea into widespread impact, says University of Chicago economist John A. List, depends on one thing only: whether it can achieve “high voltage”—the ability to be replicated at scale. In The Voltage Effect, List explains that scalable ideas share a common set of attributes, while any number of attributes can doom an unscalable idea. Drawing on his original research, as well as fascinating examples from the realms of business, policymaking, education, and public health, he identifies five measurable vital signs that a scalable idea must possess, and offers proven strategies for avoiding voltage drops and engineering voltage gains. You’ll learn: • How celebrity chef Jamie Oliver expanded his restaurant empire by focusing on scalable “ingredients” (until it collapsed because talent doesn’t scale) • Why the failure to detect false positives early on caused the Reagan-era drug-prevention program to backfire at scale • How governments could deliver more services to more citizens if they focused on the last dollar spent • How one education center leveraged positive spillovers to narrow the achievement gap across the entire community • Why the right set of incentives, applied at scale, can boost voter turnout, increase clean energy use, encourage patients to consistently take their prescribed medication, and more. By understanding the science of scaling, we can drive change in our schools, workplaces, communities, and society at large. Because a better world can only be built at scale.

The Voltage Effect

Daron Acemoglu

David I. Laibson

For courses in Principles of Microeconomics. An evidence-based approach to economics Throughout Microeconomics, 2nd Edition, authors Daron Acemoglu, David Laibson, and John List use real economic questions and data to help readers learn about the world around them. Taking a fresh approach, they use the themes of optimization, equilibrium, and empiricism to not only illustrate the power of simple economic ideas, but also to explain and predict what's happening in today's society. Each chapter begins with an empirical question that is relevant to the life of the reader, and is later answered using data in the Evidence-Based Economics feature. As a result of the text's practical emphasis, readers will learn to apply economic principles to guide the decisions they make in their own lives. Personalize learning with MyLab Economics MyLab(tm) Economics is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Note: You are purchasing a standalone product; MyLab Economics does not come packaged with this content. Students, if interested in purchasing this title with MyLab Economics, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. If you would like to purchase both the physical text and MyLab Economics search for: 0134641450 / 9780134641454 Microeconomics Plus MyLab Economics with Pearson eText -- Access Card Package, 2/e Package consists of: 0134492048 / 9780134492049 Microeconomics 0134519515 / 9780134519517 MyLab Economics with Pearson eText -- Access Card -- for Microeconomics

Microeconomics

Benjamin Ho

Ian Muir

Basil Halperin

We use a theory of apologies to design a nationwide field experiment involving 1.5 million Uber ridesharing consumers who experienced late rides. Several insights emerge from our field experiment. First, apologies are not a panacea: the efficacy of an apology and whether it may backfire depend on how the apology is made. Second, across treatments, money speaks louder than words -- the best form of apology is to include a coupon for a future trip. Third, in some cases sending an apology is worse than sending nothing at all, particularly for repeated apologies. For firms, caveat venditor should be the rule when considering apologies.

Evidence from a Large-scale Natural Field Experiment

Toward an Understanding of the Economics of Apologies

Jonathan E. Alevy

Michael S. Haigh

Previous empirical studies of information cascades use either naturally occurring data or laboratory experiments with student subjects. We combine attractive elements from each of these lines of research by observing market professionals from the Chicago Board of Trade (CBOT) in a controlled environment. As a baseline, we compare their behavior to student choices in similar treatments. We further examine whether, and to what extent, cascade formation is influenced by both private signal strength and the quality of previous public signals, as well as decision heuristics that differ from Bayesian rationality. Analysis of over 1,500 individual decisions suggests that CBOT professionals are better able to discern the quality of public signals than their student counterparts. This leads to much different cascade formation. Further, while the behavior of students is consistent with the notion that losses loom larger than gains, market professionals are unaffected by the domain of earnings. These results are important in both a positive and normative sense.

Evidence from an Experiment with Financial Market Professionals

Information Cascades

Aart de Zeeuw

In this book, distinguished scholars from Europe and the US examine a range of topical issues in environmental and resource economics. Employing cutting-edge tools, they take a fresh look at some of the most significant international and domestic issues at the forefront of public policy debates. The volume has two main themes: environmental policy making within a federalist context and valuation issues, including experimental design. Beyond this, the sixteen chapters give an overview of recent developments in the field and present important new views on pressing policy issues. Many of the chapters offer innovative approaches and contain original empirical or experimental evidence which may have considerable implications for environmental policy. As a whole, the volume provides the reader with a keen understanding of some of the most important theoretical and empirical work in environmental federalism, valuation and a number of other pertinent areas. This book extends current thinking and provides a state-of-the-art analysis of recent developments in environmental and resource economics. It will be indispensable for students, scholars and researchers in environmental economics and anyone wishing to remain at the frontier of advances in this arena.

Recent Advances in Environmental Economics

Sally Sadoff

Mathis Wagner

Experimental economics represents a strong growth industry. In the past several decades the method has expanded beyond intellectual curiosity, now meriting consideration alongside the other more traditional empirical approaches used in economics. Accompanying this growth is an influx of new experimenters who are in need of straightforward direction to make their designs more powerful. This study provides several simple rules of thumb that researchers can apply to improve the efficiency of their experimental designs. We buttress these points by including empirical examples from the literature.

Some Simple Rules of Thumb for Optimal Experimental Design

So You Want to Run an Experiment, Now What?

National Bureau of Economic Research

Michael K. Price

This study showcases the usefulness of field experiments to the study of environmental and resource economics. Our focus pertains to work related to field experiments in the area of 'behavioral' environmental and resource economics. Within this rubric, we discuss research in two areas: those that inform i) benefit cost analysis and ii) conservation of resources. Within each realm, we show how field experiments have been able to test the relevant theories, provide important parameters to construct new theories, and guide policymakers. We conclude with thoughts on how field experiments can be used to deepen our understanding of important areas within environmental and resource economics.

Using Field Experiments in Environmental and Resource Economics

Michael Hallsworth

Robert D. Metcalfe

Ivo Vlaev

Framing remains one of the pillars of behavioral economics. While framing effects have been found to be quite important in the lab, what is less clear is how well evidence drawn from naturally-occurring settings conforms to received laboratory insights. We use debt obligation to the UK government as a case study to explore the 'omission bias' present in decision making with large stakes. Using a natural field experiment that generates nearly 40,000 observations, we find that repayment rates are roughly doubled when the act is reframed as one of commission rather than omission. We estimate that this reframing of the perceived nature of the action generated over $1.3 million of new yield. We find evidence that this behavior may result from a deliberate 'omission strategy', rather than a behavioral bias, as is often assumed in the literature. Our natural field experiment highlights that behavioral economics is much more than a series of empirical exercises to quench the intellectual curiosity of academics.

From Omission to Commission

The Making of Homo Honoratus

Wiktor L. Adamowicz

Psychological insights have made inroads within most major areas of study in economics. One area where less advance has been made is environmental and resource economics. In this study, we examine the implications of preference reversals over evaluation modes, in which stated economic values critically depend on whether the good is valued jointly with others or in isolation. The question arises because two commonly used methods for eliciting stated preferences differ in that one presents objects together and another presents objects to be evaluated in isolation. Beyond showing an example of the import of behavioral economics, our empirical evidence sheds new light on the factors associated with insensitivity of valuations to the scope of the good.

An Example from the Preference Reversal Literature

How Can Behavioral Economics Inform Non-Market Valuation?

Yan Chen

Axel Ockenfels

Peter C. Cramton

We review past research and discuss future directions on how the vibrant research areas of market design and behavioral economics have influenced and will continue to impact the science and practice of management in both the private and public sectors. Using examples from various auction markets, reputation and feedback systems in online markets, matching markets in education, and labor markets, we demonstrate that combining market design theory, behavioral insights, and experimental methods can lead to fruitful implementation of superior market designs in practice.

Market Design, Human Behavior, and Management

This book explores frontier work at the intersection of experimental and environmental economics. It focuses on improving benefit - cost analysis, which remains the hallmark of public policy decision-making around the globe. It also explores important aspects associated with optimal resource use and regulation of resources.

Using Experimental Methods in Environmental and Resource Economics

'Until not much more than 20 years ago, economists frequently lamented the fact that they were limited in their empirical analyses to statistical assessments of market behavior, because controlled economic experiments were (thought to be) infeasible, unethical, or both. Much has changed in the intervening years! In this new volume, John List, Michael Price, and their co-authors provide a diverse set of applications of experimental approaches to the environmental economics realm. This is among the most promising of new areas of research in the economics of the environment, and this book provides a superb point of entry for experts and novices alike.' – Robert Stavins, Harvard University, US Laboratory and field experiments have grown significantly in prominence over the past decade. The experimental method provides randomization in key variables therefore permitting a deeper understanding of important economic phenomena. This path-breaking volume provides a valuable collection of experimental work within the area of environmental and resource economics and showcases how laboratory and field experiments can be used for both positive and normative purposes. The Handbook provides a timely reminder to social scientists, policymakers, international bodies, and practitioners that appropriate decision-making relies on immediate and sharp feedback, both of which are key features of proper experimentation. This book includes a collection of research that makes use of the experimental method to explore key issues within environmental and resource economics that will prove invaluable for both students and academics working in these areas.

Handbook on Experimental Economics and the Environment

Anya C. Samek

This research review discusses the most critical and influential articles that utilise field experimentation to answer questions of economic importance. Field experiments have gained popularity in recent years, allowing researchers to infer causal effects of different market environments, policies and interventions. The articles analysed here provide insights into market functioning and individual and group decision-making across a wide range of domains, including marketplace transactions, labor decisions, charitable giving, financial planning, and education and health-related decision-making. This research review will be an important resource for students new to the methodology and applications of field experiments and academics alike.

Field Experiments

Why do some ideas make it big while others fail to take off? According to award-winning behavioural economist John List, the answer comes down to a single question- Can the idea scale? Countless enterprises fall apart the moment they scale; their positive results fizzle, they lose valuable time and money, and the great electric charge of potential that drove them early on disappears. In short, they suffer a voltage drop. Yet success and failure are not about luck - in fact, there is a rhyme and reason as to why some ideas fail and why some make it big. Certain ideas are predictably scalable, while others are predictably destined for disaster. In The Voltage Effect, University of Chicago economist John A. List explains how to identify the ideas that will be successful when scaled, and how to avoid those that won't. Drawing on his own original research, as well as fascinating examples from the realms of business, government, education, and public health, he details the five signature elements that cause voltage drops, and unpacks the four proven techniques for increasing positive results - or voltage gains - and scaling great ideas to their fullest potential. By understanding the science of scaling, we can drive change in our schools, workplaces, communities, and society at large. Because a better world can only be built at scale.

Perché alcune grandi idee si realizzano mentre altre non riescono a decollare? Se non esiste un modo per prevedere con assoluta certezza che un’idea avrà successo, la storia recente ha dimostrato che alla base di ogni progresso sociale e tecnologico c’è sempre il concetto di «scalabilità»: che si tratti di una scoperta in ambito medico, di un programma politico o di un’innovazione tecnologica, un progetto deve poter crescere ed essere replicabile in maniera sostenibile su larga scala. Tradurre un’idea in un successo dipende quindi sostanzialmente dal fatto che tale idea sia in grado di garantire un «alto voltaggio», la possibilità cioè di essere replicabile con la giusta energia e in diversi luoghi. Dalla contaminazione tra le teorie della behavioral economics e la sua lunga esperienza sul campo come consulente di società internazionali, List mette a punto una vera e propria scienza dello scaling e, analizzando vari casi del mondo del business, della politica, della scuola o della salute pubblica, ne identifica i fattori chiave.

Come tradurre un’idea in un successo su vasta scala

Idee ad alto voltaggio

"Many students who take introductory economics courses have difficulty seeing the relevance of the key concepts of opportunity cost, trade-offs, scarcity, and demand and supply to their lives and their careers. This reduces the willingness of many students to prepare for class and to be engaged during class. With this textbook, we show them how to apply economic thinking creatively to improve their work, their choices, and their daily lives. One of our main objectives in writing this textbook was to show that the fundamentals of economics are not just exciting but also alive with myriad personal applications"--

Macroeconomics

This study examines data drawn from the game show Friend or Foe?, which is similar to the classic prisoner%u2019s dilemma tale: partnerships are endogenously determined, players work together to earn money, after which, they play a one-shot prisoner%u2019s dilemma game over large stakes: varying from $200 to (potentially) more than $22,000. If one were to conduct such an experiment in the laboratory, the cost to gather the data would be well over $350,000. The data reveal several interesting insights; perhaps most provocatively, they suggest that even though the game is played in front of an audience of millions of viewers, there is some evidence consistent with a model of discrimination. The observed patterns of social discrimination are unanticipated, however. For example, there is evidence consistent with the notion that certain populations have a general %u201Cdistaste%u201D for older participants.

Friend or Foe? A Natural Experiment of the Prisoner's Dilemma

Steven D. Levitt

The "Hawthorne effect," a concept familiar to all students of social science, has had a profound influence both on the direction and design of research over the past 75 years. The Hawthorne effect is named after a landmark set of studies conducted at the Hawthorne plant in the 1920s. The first and most influential of these studies is known as the "Illumination Experiment." Both academics and popular writers commonly summarize the results as showing that every change in light, even those that made the room dimmer, had the effect of increasing productivity. The data from the illumination experiments, however, were never formally analyzed and were thought to have been destroyed. Our research has uncovered these data. We find that existing descriptions of supposedly remarkable data patterns prove to be entirely fictional. There are, however, hints of more subtle manifestations of a Hawthorne effect in the original data.

John A. List

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