New work: Ad hominem attacks or do-gooder derogation?

We find strong evidence for the negative effects of behavior-advocacy inconsistency for both neighbors and experts, albeit much larger impacts for experts. We also find highly sustainable advocates were not more influential than somewhat sustainable ones—instead they were marginally worse. Overall, these results suggest that advocates, especially experts, are most credible and influential when they adopt many sustainable behaviors in their day-to-day lives, so long as they are not seen as too extreme