How to entice water guzzlers to conserve: Using the right incentives outperforms years of public messaging

When Kristina Brecko arrived at Stanford University in the fall of 2012 to start her Ph.D., she was already scanning the weather forecast—not for rainfall, but for snow. An avid snowboarder, she and her graduate study advisor, Wesley Hartmann, a skier, were eager to get into the mountains.