Allcott, 2011: Comparing utility bills with neighbors reduced home energy use among 600,000 households, especially among high-energy users
Reference:
Allcott, H. (2011). Social norms and energy conservation. Journal of public Economics, 95(9-10), 1082-1095.
Download PDFSummary:
Social-norm information provided in home utility bills, including comparisons with average and efficient neighbors, reduced home energy use by 2% across nearly 600,000 households, with the greatest reductions among high users.
Psychological Process:
Need
Need to BelongWhat Desired Meaning is At Stake?
What is the Person Trying to Understand?
To Feel Connected, Included, Respected, and Valued by OthersApproach to Desired Meaning
What about it?
Link Belonging to a Behavior or Attitude to Motivate Positive ChangeHow?
Psychological Question Addressed
What is typical or valued in my social community?What is typical or valued in my social community?Changing beliefs about social norms to motivate positive behaviorsPsychological Question Addressed
What is typical or valued in my social community?Psychological Process 2:
Psychological Process 3:
Social Area:
Sustainability
Intervention Technique:
Direct labeling, of social norms