1. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Don’t Show Me the Money:
Why Not To Choose
Financial Messaging to
Influence Your Low-Income
Customers
Erin Sherman, Opower Product Research
Julie O’Brien, Opower Product Research

2. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
For low-
income
household
s,money
talks
Attribution of money photo: flickr user Rocky Lubbers

3. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
If you ask, people will tell you money is a
key motivator
3
4 4.5 5 5.5
The amount of personal information I would have to provide
The convenience of enrolling in the boiler upgrade programme
The amount of time it would take to see if I qualify
The impact on my comfort or the comfort of others in my home
Whether the programme is offered through the government
The effort required to set up installation
Any continuing costs
Whether I had to make an initial payment
The potential to save money long-term
#1: Cost
Self-Reported Importance of Factors
Determining Participation Decision
Client Survey

4. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Scarcity
brings
focus . . .
sometimes
to a fault

5. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
We tested the influence of financial vs.
non-financial calls to action on cognitive
resources
5
Online experiment
Financial condition:
Weatherize your home.
Minimize your bills.
Non-financial
condition:
Weatherize your home.
Maximize your comfort.

6. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Financial messaging seizes cognitive
resources, but only from low-income
participants
6
1.22
1.14
1.04
1.13
1.00
1.05
1.10
1.15
1.20
1.25
1.30
Financial
messaging
Non-financial
messaging
Average#ofRaven’sMatricesAnswered
Correctly
Fluid Intelligence Task
Performance
Non-low-income participants
Low income participants
*
4.6
4.4
4.4
4.5
4.0
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
5.0
Bargain Hunting is
Appealing
Money is Stressful
Financial Stress Items
Assistance Unqualified Assistance Qualified
*
*
Agreementon6-pointLikertScale
Client Survey Product Study

7. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
7
Receive
free kit
Install bulbs
Sometimes, urgent focus may spur
immediate action in a low-income
household.

8. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
8
Get
form
Fill out
form
Gather
docs Submit
Wait for callback
Enrol
l
But scarcity effects may impede
planning, navigating, and
completion of multi-step processes.

9. O P O W E R C O N F I D E N T I A L : D O N O T
D I S T R I B U T E
Thank you!
erin.sherman@opower.com
julie.obrien@opower.com
vanessa.gibbin@opower.com
9