The Dynamics of Behavior Change: Evidence from Energy Conservation

47 Pages Posted: 14 Apr 2016

See all articles by Omar Asensio

Omar Asensio

University of California, Los Angeles (UCLA)

Magali A. Delmas

University of California, Los Angeles (UCLA)

Date Written: April 11, 2016

Abstract

Little is known about the effect of message framing on conservation behavior over time. In a randomized controlled trial with residential households, we use advanced metering and information technologies to test how different messages about household energy use impact the dynamics of conservation behavior down to the appliance level. Our results, based on 374 million panel observations of kilowatt-hour (kWh) electricity consumption for 118 households over 9 months, show that differences in behavioral responses due to message framing become more significant over time. We find that a health-based frame, in which households consider the human health effects of their marginal electricity use, induced persistent energy savings behavior of 8-10% over 100 days; whereas a more traditional cost savings frame, drove sharp attenuation of treatment effects after 2 weeks with no significant savings versus control after 7 weeks. We discuss implications for the design of effective information campaigns to engage households in conservation behavior.

Keywords: energy conservation, decision framing, repeated behavior, randomized controlled trials

JEL Classification: C93, D03, D12, L94, Q41

Suggested Citation

Asensio, Omar and Delmas, Magali A., The Dynamics of Behavior Change: Evidence from Energy Conservation (April 11, 2016). Journal of Economic Behavior and Organization, 2016 Forthcoming. Available at SSRN: https://ssrn.com/abstract=2762658

Omar Asensio

University of California, Los Angeles (UCLA) ( email )

405 Hilgard Avenue
Box 951361
Los Angeles, CA 90095
United States

Magali A. Delmas (Contact Author)

University of California, Los Angeles (UCLA) ( email )

405 Hilgard Avenue
Box 951361
Los Angeles, CA 90095
United States

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