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A comment on BMW's CO2 Emissions Scoreboard Backfires, Drivers Compete to Pollute More.
Current messaging: "You emitted more CO2 than X% of other BMW [insert model name here] drivers."
Better messaging: "You emitted less CO2 than X% of other BMW [insert model name here] drivers."
Now you turn the competition factor on its head.
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Current messaging: "You emitted more CO2 than X% of other BMW [insert model name here] drivers."
Better messaging: "You emitted less CO2 than X% of other BMW [insert model name here] drivers."
Now you turn the competition factor on its head.