Effects of Information Presentation Format on Resource Use in Field Studies

Information presentation forrnat is an important variable in altering resource use,
yielding the same or greater reductions in use as relatively large price increases.
Marked reductions in resource use in the experimental field studies we review are
apparently the result of presenting information about conservation strategies in a
vivid and specific manner, with the formats constituting a rudimentary ‘information
technology.” Application of these findings to consumer research, information search
processes, and consumer information regulatory policy are outlined.

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The Constructive, Destructive, and Reconstructive Power of Social Norms

Despite a long tradition of effectiveness in
laboratory tests, normative messages have had mixed
success in changing behavior in field contexts, with some
studies showing boomerang effects. To test a theoretical
account of this inconsistency, we conducted a field experiment
in which normative messages were used to promote
household energy conservation. As predicted, a descriptive
normative message detailing average neighborhood usage
produced either desirable energy savings or the undesirable
boomerang effect, depending on whether households
were already consuming at a low or high rate. Also as
predicted, adding an injunctive message (conveying social
approval or disapproval) eliminated the boomerang
effect. The results offer an explanation for the mixed
success of persuasive appeals based on social norms and
suggest how such appeals should be properly crafted.

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Seattle’s Conservation Kit Program — Transforming the Residential Use of Compact Fluorescent Lighting

A decade after electric utilities nationwide began the effort to transform the residential lighting market, the average household in Seattle owned only one compact fluorescent (CF) bulb. With an urgent need to reduce utility loads in 2001, Seattle Light City (a municipal utility) offered Conservation Kits with two newer-generation CF bulbs to every residential customer. Kit distribution to solicited respondents was followed later in 2001-2002 by mailing two retail discount coupons to all households. The two lighting initiatives are referred to as the Conservation Kit and Retail Coupon Programs. This paper reports on the process and impact evaluation of the Conservation Kit Program operated during 2001. The evaluation estimates energy savings from the cost-effectiveness of Kit measures, as implemented in existing residential buildings throughout the utility service area. It assesses the program’s effectiveness at meeting six strategic objectives. The study also documents progress toward CF lighting market transformation in the urban residential sector.

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Seattle's Conservation Kit Program — Transforming the Residential Use of Compact Fluorescent Lighting

A decade after electric utilities nationwide began the effort to transform the residential lighting market, the average household in Seattle owned only one compact fluorescent (CF) bulb. With an urgent need to reduce utility loads in 2001, Seattle Light City (a municipal utility) offered Conservation Kits with two newer-generation CF bulbs to every residential customer. Kit distribution to solicited respondents was followed later in 2001-2002 by mailing two retail discount coupons to all households. The two lighting initiatives are referred to as the Conservation Kit and Retail Coupon Programs. This paper reports on the process and impact evaluation of the Conservation Kit Program operated during 2001. The evaluation estimates energy savings from the cost-effectiveness of Kit measures, as implemented in existing residential buildings throughout the utility service area. It assesses the program’s effectiveness at meeting six strategic objectives. The study also documents progress toward CF lighting market transformation in the urban residential sector.

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Testimony of Ms. Anita Eide Regarding Comparative Electric Utility Billing Information

I am currently pursuing a Ph.D. in Urban Affairs and Public Policy at the University of
Delaware, where I am affiliated with the Center for Energy and Environmental Policy
(CEEP). I am Norwegian and my doctoral dissertation investigates Norwegian energy policy
with a focus on residential energy efficiency policy and energy information measures.
Prior to joining the University of Delaware I received a Masters in Environmental Studies,
with a concentration in Environmental Policy, and a Bachelors in Marketing and Economics,
both from the University of Strathclyde in Glasgow, Scotland.
While at CEEP, I have worked as policy analyst and research associate on two major energy
information projects: 1) The Energy Star Billing program, a pilot innovative billing
information project funded by the U.S. Environmental Protection Agency (EPA)1 and 2) The
National Information Infrastructure Project. 2 Under a U.S. Department of Energy contract,
we co-operated with Dr. Charles Goldman at the Lawrence Berkeley National Laboratory in
California, to assess and evaluate consumer interest in communications-based energy
information services. On both projects I worked under Dr. Willett Kempton, Senior Research
Scientist at the CEEP.
Prior to working with Dr. Kempton, I was a research associate at the CEEP on contract with
the Delaware General Assembly – providing technical assistance on the formulation of viable
growth management policies for the State of Delaware, as well as with the Delaware Office of
Public Advocate, providing technical assistance on questions concerning public utility
deregulation and possible impacts on consumers, and preparing evidence presented in dockets
before the Delaware Public Services Commission.
In 1997 I received a doctoral fellowship from the Norwegian Research Council to investigate
energy information measures and electric utility billing information in Norway, in particular. I
joined Dr. Hal Wilhite’s billing feedback project group the same year. I participated in focus
group research and in numerous meetings during the development and experimental testing of
the project’s comparative graphic displays, in particular normative feedback and
disaggregation of end use. Furthermore, I also acted as liaison between the project groups in
Norway and the US. Though there are differences both in approach and results, both projects
have benefited from an exchange of information and experiences.
A complete list of references providing detail about both projects, the evaluations and
background can be found at the end of this document. I have also included a list of my most
relevant publications from the projects mentioned above in Appendix G.

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