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Using behavior change principles to   increase the performance of  “traditional” residential energy        efficiency prog...
Presentation Objectives• Review most common type of residential  behavior programs• Highlight some relevant insights from ...
CURRENT BEHAVIOR-BASEDPROGRAMS (RESIDENTIAL)
Common meaning of “behavior        change programs”Programs that encourage no-cost actions thatsave energy; and through st...
Features of “indirect feedback” model of behavior change program• Provide “indirect” feedback on energy usage;  compare wi...
However – “behavior change” theory has broader application to utility   energy efficiency programsBehavior change is a hyb...
Behavior change theory has strong     basis in experimental dataNot what peopleSAY they think ordo, but what theirACTUAL b...
KEY INSIGHTS FROM BEHAVIOR     CHANGE LITERATURE
Challenges theory of the rational      economic decision makerTraditional view – people will make rationaldecisions if pre...
Behavioral view: People are not   rational in their decision making• Emotions play a strong role in decisions• Decisions a...
Compendium of behavior change         research
The elephant metaphor         Rider = rational mind              Elephant = emotional mind            Path = environmental...
3 keys to behavior changeDirect the rider• give clear direction,   reduce mental paralysisMotivate the elephant• find the ...
EXAMPLE: IMPROVING PRESENTATION  OF RECOMMENDATIONS AT HOME       ENERGY ASSESSMENTS
Wanted to improve presentation of  recommendations to homeowners• Benchmark how energy  efficient participant’s home  was ...
Old report
Solution: Home Energy Improvement IndexScoring methodprovides rigor inprioritizing upgrades forhomeownerAbility to achieve...
Contrast with another method:   DOE Home Energy Score                      CEE report on pilot program                    ...
CEE experience with DOE Score:  Not motivating for homeowners (few can get to 10)    10                             “Zone ...
Other behavior change principles thathave been applied to residential programs •   Challenges and competitions •   Goal se...
Conclusion• Behavior change insights have been most  successfully applied in indirect feedback  programs to-date• Although...
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Using behavior change principles to increase the performance of “traditional” residential energy efficiency programs

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presented by Carl Nelson at the Clean Energy Resource Teams Conference

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Using behavior change principles to increase the performance of “traditional” residential energy efficiency programs

  1. 1. Using behavior change principles to increase the performance of “traditional” residential energy efficiency programs Clean Energy Resource Teams Conference Feb 20, 2013 Carl Nelson Manager of Residential Programs Center for Energy and Environment
  2. 2. Presentation Objectives• Review most common type of residential behavior programs• Highlight some relevant insights from behavior change literature• Present an example of how these insights can be used to increase performance of “traditional” utility programs
  3. 3. CURRENT BEHAVIOR-BASEDPROGRAMS (RESIDENTIAL)
  4. 4. Common meaning of “behavior change programs”Programs that encourage no-cost actions thatsave energy; and through statistical methods,this savings is measured and claimed by utilitiesto meet energy efficiency goals
  5. 5. Features of “indirect feedback” model of behavior change program• Provide “indirect” feedback on energy usage; compare with other similar homes or benchmark• Encourage low-cost / no-cost actions• Savings ≈ 1% – 3% for monthly feedback platforms; more possible for more frequent feedback and among “opt-in” segments
  6. 6. However – “behavior change” theory has broader application to utility energy efficiency programsBehavior change is a hybrid social science theory(psychology, economics, sociology,anthropology) focused on methods toencourage adoption of desirable habits ordesirable actions
  7. 7. Behavior change theory has strong basis in experimental dataNot what peopleSAY they think ordo, but what theirACTUAL behavioris, and whatinfluences thisbehavior
  8. 8. KEY INSIGHTS FROM BEHAVIOR CHANGE LITERATURE
  9. 9. Challenges theory of the rational economic decision makerTraditional view – people will make rationaldecisions if presented with the correctinformation INTERVENTIONPresent credible technical Homeowner Homeowner information analysis: Are If yes takes action &/or incentive benefits > cost?
  10. 10. Behavioral view: People are not rational in their decision making• Emotions play a strong role in decisions• Decisions are strongly shaped by larger social context, such as social norms• Other environmental factors can play a large role, such as convenience (or lack thereof), competition, and rewards
  11. 11. Compendium of behavior change research
  12. 12. The elephant metaphor Rider = rational mind Elephant = emotional mind Path = environmental factors
  13. 13. 3 keys to behavior changeDirect the rider• give clear direction, reduce mental paralysisMotivate the elephant• find the emotional connectionShape the path• Reduce obstacles, tweak the environment, make the journey go downhill
  14. 14. EXAMPLE: IMPROVING PRESENTATION OF RECOMMENDATIONS AT HOME ENERGY ASSESSMENTS
  15. 15. Wanted to improve presentation of recommendations to homeowners• Benchmark how energy efficient participant’s home was compared to an efficient home• Demonstrate pathway to energy efficient home• Help motivate homeowners to complete upgrades
  16. 16. Old report
  17. 17. Solution: Home Energy Improvement IndexScoring methodprovides rigor inprioritizing upgrades forhomeownerAbility to achieve“perfect” score –motivational toparticipantsBreakdown of scoreand next steps givesclear pathway foraction
  18. 18. Contrast with another method: DOE Home Energy Score CEE report on pilot program of 157 homes scored with DOE method
  19. 19. CEE experience with DOE Score: Not motivating for homeowners (few can get to 10) 10 “Zone of Unattainability” 8 Potential Score 7 6Score 5 Current Score 4 3 2 1 1 1 Pilot Homes 154
  20. 20. Other behavior change principles thathave been applied to residential programs • Challenges and competitions • Goal setting • Engaging community leaders • Personal contact with peers • Foot-in-the door technique • Public commitments • Reciprocity rule
  21. 21. Conclusion• Behavior change insights have been most successfully applied in indirect feedback programs to-date• Although not a silver bullet, “traditional” energy efficiency programs also can benefit through the application of behavior change principles• “Usability” is another common theme in improving performance of efficiency programs
  22. 22. Thank you!

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