Our colleague at Chicago’s Graduate School of Business, Noah Goldstein, has co-penned an excellent study (which we mention in Nudge) in this month’s Journal of Consumer Research. Goldstein and his co-authors manipulated appeals on the shiny information cards we all see in hotel bathrooms reminding us to save the environment by reusing our towels. Some guest were urged to join other “citizens” in reusing their towels and saving the earth. Others were urged to join other “men and women.” Others read a sign that simply told them what percentage of users of the room they were staying in reused their towels. Guess which appeal was most successful?