A zero-cost attention-based approach to promote cleaner streets
In an effort to inform interventions targeting littering behaviour, we estimate how much a change in trash-bag colour increases trash can visibility in Paris. To that end, we apply standard Signal Detection techniques to test how much changing trash-bag colour from grey to red affects subjects' detection rates. In three pre-registered studies (total N = 922), we find that changing trash bag colour from grey to red translates into a 28% increase in the perceived number of bins. This means that a zero-cost change of trash-bag colour from grey to red is equivalent to installing 8,400 additional bins in the city ofParis, in terms of perceived density. Replication studies investigating additional colour changes show that changing the colour from grey to either green or blue further increases visibility, with blue exhibiting the highest increase in visibility.