Behavioral Science and Energy Conservation: Conceptualizations, Strategies, Outcomes, Energy Policy Applications

Winett, R. A., & Ester, P. (1983). Behavioral science and energy conservation: Conceptualizations, strategies, outcomes, energy policy applications. Journal of Economic Psychology, 3, 3-4, 203-229.

Attempts to show the importance and potential benefits of integrating current behavioral science conceptualizations, methodologies, and specific strategies into mainstream energy conservation policies and programs. However, a behavioral science approach that integrates knowledge bases from a number of disciplines (e.g., behavioral psychology, social learning theory, social and ecological psychology) and levels of analysis has had relatively little input into energy policy, even though conceptually and technically the approach is well developed, and has demonstrated its applicability to energy policy through field experiments. These studies, which have used combinations of antecedent and consequence strategies, are reviewed regarding energy savings attributable to these strategies and the potential for large-scale applicability. Based on this review, a media-based approach developed from a detailed marketing plan is described as the foundation of a basic program. However, such a program would be experimental in nature and contain subparts to carefully evaluate other strategies (e.g., diffusion feedback). (68 ref)

Find this article online
Site Courtesy of
McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing