Is anybody aware of any CBSM programs evaluating the energy saving impacts of feedback versus no feedback programs in a multi-family residential setting? We are specifically looking for studies which examined energy consumption as the type of feedback presented to residents. Any help or potential leads would be greatly appreciated! Thanks!
-Elliot
Elliot Dale
iCAST
Feedback vs. No Feedback for Residential Energy Use Conservation
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Our Sacramento case study is at http://www.toolsofchange.com/en/case-studies/detail/642
See also our Opower case study at http://www.toolsofchange.com/en/case-studies/detail/647
Also Cape Light http://www.toolsofchange.com/en/case-studies/detail/651
Jay Kassirer
Cullbridge Marketing, and Tools of Change
Canada
www.cullbridge.com
Hi Elliot,
Jay mentioned Sacramento already, which is probably the most famous example in the behaviour change literature. There is a thread on CBSM.com about that study at http://www.cbsm.com/cases/using+social+norms+to+reduce+household+energy+consumption_170
Also, if you google Sacramento Electricity Happy Face, you get a bunch of news stories.
But one detail I remember that I did not see in the articles and study is this:
The utility put feedback graphs on bills, showing what your consumption was in relation to the average. They found--sure enough--the above average people dropped their consumption. But the below average people RAISED their consumption. Disaster!
They fixed this problem by putting the smiley face on the bills that were below average. This sends an Injunctive Social Norm-- "Your Society is very happy you are using less electricity. Please continue your behaviour".
The difference between injunctive and descriptive social norms is VERY important. And guess which one people like us use more often...the wrong one.
Robert Cialdini's paper on the two norms is here.
http://www2.psych.ubc.ca/~schaller/Psyc591Readings/Cialdini2003.pdf
And, while I was googling up the Cialdini link, I found the paper I read on the electrical bill feedback--it was in San Marcos.
http://www.jsmf.org/meetings/2008/july/social%20norms%20Cialdini.pdf
Best,
Ruben.
Ruben Anderson
...
You may want to check out the Sacramento Power Authority - I'm not sure they did a study, but they definitely had a successful residential feedback program...?
Not sure that helps, but....
Karen Mason-Bennett
Program Coordinator
NEAT
Canada