Self-Perception Based Strategies for Stimulating Energy Conservation

Allen, C. T. (1982). Self-perception based strategies for stimulating energy conservation. Journal of Consumer Research, 8, 4, 381-390.

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.

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