persuasive normative messaging + energy...
TRANSCRIPT
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Persuasive Normative Messaging+ Energy Efficiency of Homes
Tiffany Jiang, C Studio II, School of Design, Carnegie Mellon University, Spring 2016
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Problem StatementHow do we start the movement in getting homeowners to be pro-active? Goal: Better the safety and health for themselves but also better the quality of life on a community-wide scale
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Community Based Social Marketing
People are more trusting of their friends and thus will be more responsive about making changes to their homes.
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“Give a man a CFL, secure one CFL’s worth of energy savings; teach a man to love the CFL, inspire a lifetime of energy-efficient behaviors.”
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Mailing Boxes
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PersuasionStudy on environmental behaviors found that the influence of injunctive and personal norms can help get people to find motivation. Making it seem like they’re not partaking in a social norm is important.
Example:“75% of the guests who had stayed in the same room had reused their towels.”
44% success rate in getting guests to reuse their towels with a descriptive social norm salient.
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Examples of Phrasing
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Key Concepts
Block LeadersDesignated person to check up on people in their assigned area Verbal callbacks are successful in comparison to mailing reminders or infographics
Self Perception TheoryIf a person does something small and does it successfully, they will feel like they do care and have the ability to make a personal impact towards the cause.
ComparisonIndividuals were more likely to act on their homes if they were told that they were doing worse/better than neighbors
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Block Leaders + HES
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Systems ProblemThe approach shouldn’t stop at getting people to think about the issue. The kick-off workshop is the most important aspect of my approach. They should have the information about the issue delivered in person.
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Timeline
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793 people showed upto the workshop
98% of the attendees
were installed
16,680 CFL bulbssigned up for home evaluations on the spot
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CertificatesRecognizing their names publicly on websites and local newspapers is a great way to thank them for their efforts.
Recognition for Effort
Community RewardBetter Buildings Neighborhood Program: At the end of the program, the community got to see the installment of efficient lighting in the local sports complex and city hall
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Recognition
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Summary of Approach
◉ Providing a freebie as a buy-in◉ Education through verbal conversation◉ Utilizing the psychology of social norms◉ Timeline outlining steps to take ◉ Block leaders, community, competition
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SourcesBetter Buildings Neighborhood Program http://energy.gov/eere/better-buildings-neighborhood-program/better-buildings-neighborhood-program
Be. Apple Valley Programhttp://www.sustainablecitiesinstitute.org/Documents/SCI/Case_Study/CaseStudy_NLC_Be.AppleValley3_May2012.pdf
Social Marketing to Promote Energy Conservationhttp://www.environmentalleader.com/2010/03/22/using-social-marketing-to-promote-energy-efficiency-and-conservation/#ixzz3zXvlwg1p
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Thank you!Please feel free to contact me with any questions.Check out the rest of my process on Medium!
Tiffany Jiang◉ [email protected]◉ https://medium.com/@.tif