The negative footprint illusion is exacerbated by the numerosity of environment-friendly additions: unveiling the underpinning mechanisms

Abstract

The addition of environmentally friendly items to conventional items sometimes leads people to believe that the carbon footprint of the entire set decreases rather than increases. This negative footprint illusion is supposedly underpinned by an averaging bias: people base environmental impact estimates not on the total impact of items but on their average. Here, we found that the illusion’s magnitude increased with the addition of a greater number of “green” items when the number of conventional items remained constant (Studies 1 and 2), supporting the averaging-bias account. We challenged this account by testing what happens when the number of items in the conventional and “green” categories vary while holding the ratio between the two categories constant (Study 3). At odds with the averaging-bias account, the magnitude of the illusion increased as the category size increased, revealing a category-size bias, and raising questions about the interplay between these biases in the illusion.