Self-Perception Based Strategies for Stimulating Energy Conservation

Examined the utility of self-perception based influence techniques for stimulating socially conscious consumption by testing one such technique--an attribution/labeling message. Specifically investigated were 358 (25-65 yrs old) female consumers' perceptions of effectiveness along with their propensities to consume in an energy-efficient fashion; messages were delivered through specially prepared TV commercials. Results suggest that self-perception based strategies merit further examination as tools for stimulating conservation.