How to sell an eco-friendly light bulb

09/20/2013 | Knowledge@Wharton

Marketing eco-products such as energy-efficient light bulbs often triggers consumers' political convictions, and if they're generally conservative, it can be hard to persuade them to give your product a chance. That means it's often better to focus on product features with bipartisan appeal, says Wharton professor Howard Kunreuther. "[H]ow you frame a problem and present information can make an enormous difference," he says.

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