Behavioral Science Dictionary

Voltage effect

Also known as: Voltage drop, Scaling

Models & Frameworks

The tendency for an idea's impact to shrink — or sometimes grow — when it moves from a small pilot to large-scale rollout.

What it means

The voltage effect names what happens to an intervention's effect size at scale: a 'voltage drop' is the common collapse of promising pilot results when a program expands, while occasionally voltage can rise. List identifies recurring causes of the drop — false positives in the original evidence, non-representative populations or settings, effects that depended on unscalable ingredients (a charismatic deliverer, a unique site), spillovers, and supply-side constraints as the program grows. The practical lesson is to interrogate scalability before scaling: test for false positives, use representative samples, and identify which active ingredients will survive expansion. It connects directly to the megastudy and translational-gap literatures, where modest, fragile effects are the norm. It matters because policymakers and firms routinely over-extrapolate from pilots, pouring resources into rollouts that fizzle — the gap between 'it worked here' and 'it works everywhere' is where most good ideas die.

Examples

A tutoring program that lifted scores in one school loses most of its effect citywide because its results hinged on a few exceptional tutors who cannot be cloned at scale.

A restaurant's beloved pilot menu flops when the chain rolls it out nationally: the dishes worked because one head chef made them, and no supply line can copy that.

A wellbeing app cuts stress sharply among the volunteers who signed up first, then barely moves the needle when the whole company is enrolled — eager early users were not typical.

First described in John List, 'The Voltage Effect' (2022).

Where this comes up

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