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I just accepted a job at a section of Control4 focused on home energy monitoring and control. Two weeks ago I picked up a random book on psychology and read about this social experiment:
“In this study, three-hundred California households agreed to have their weekly energy use recorded. Research assistants then went to participating homes and read their energy meter to get a baseline measure of how much energy the households consumed per week.
Afterward, a  little card was hung on the front door of each household giving feedback to the homeowners about how their energy consumption compared to the neighborhood average. Of course some of the households consumed more energy than the average, wheras others consumed less.”
This part is interesting:
“Over the next serval weeks, those who had been consuming more energy than their neighbors reduced their energy consumption by 5.7 percent. Not much of a surprise there. More interesting, however, was the finding that those who had been consuming LESS energy than their neighbors actually INCREASED their energy consumption by 8.6 percent.”
Pretty interesting example of how we are influenced by the knowledge of what others are doing. The researchers call this concept the “Magnetic Middle”
They tried this experiment again with a different set of homes but changed the experiment slightly. This time they attached a smiley or frowny sticker on the weekly information card depending on whether the home consumed more or less energy than average.
…and the ‘magnetic middle’ was defied. The people who got ‘frowny faces’ on the reports reduced their use by 5 percent (slightly less then the original experiment). The homeowners who were consuming less then average maintained low energy use.
So they went from 8.6 percent increase in energy use to no increase. Not bad for a smiley-face sticker.
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This account of the study is from the book: ‘Yes!’ by Noah J. Goldstein, Steve J Martin, and Rober B Cialdini