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This study examined the effect of loss framing and social proof on small firms' learning intent about the U.S. Inflation Reduction Act (IRA), focusing on green-technology tax incentives. A 2x2 factorial field experiment involving 46,843 emails to 17,083 companies showed no significant effect of these strategies on learning intent. However, insights from 14 interviews with firm representatives identified four key conceptual themes related to learning intent, barriers, and outcomes in this context. Notably, many firms were more influenced by perceived indirect benefits of the IRA, like partnerships, than by direct incentives – underscoring the limited impact of traditional framing in the climate-change context. Practically, our study serves as an information resource by providing firms with a concise 8-page IRA Executive Summary. Our results strongly indicate to climate policymakers that traditional communication strategies may fall short in invoking intent to learn. Furthermore, the study’s contributions include testing green nudges and framing in real settings and expanding organizational learning literature by investigating learning intent at the firm level. Future research will focus on the role of probabilistic and possibilistic thinking in IRA-related firm-level communications.
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