| Sumario: | To achieve agricultural transformation in developing countries in the face of challenges such as climate change, the use of improved crop varieties needs a jumpstart. Using a randomized controlled trial in Uganda, we test how the nudge theory can be harnessed to deliver increased adoption of improved sweet potato varieties. We find a 7% treatment effect, though the effect is not robust to alternative specifications. We find compelling evidence for heterogeneous treatment effects, with robust treatment effects among those who experienced a stronger emotional connection to the nudges that we deployed. A key concept to help explain this is nostalgia: farmers prone to nostalgia responded more strongly to the traditional farming imagery used to nudge the adoption of improved varieties.
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