behavior, energy, and climate change · social cogntive & perceptual psychology communcation...
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Behavior, Energy, and Climate Change
Carrie Armel, Ph.D.BECC Co-Chair
1PrecourtPrecourtPrecourtPrecourt InstituteInstituteInstituteInstituteFor Energy EfficiencyFor Energy EfficiencyFor Energy EfficiencyFor Energy Efficiency Stanford UniversityStanford UniversityStanford UniversityStanford University
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Technological & Economic Tools
Tools for Accelerating
Climate & Energy Solutions
BehavioralTools
PUBLIC POLICY
SOCIOLOGY
ECONOMICS
EDUCATION
MEDICINE
MARKETING
SOCIALCOGNTIVE &
PERCEPTUALPSYCHOLOGY
COMMUNCATION
PublicHealth
BehavioralEpidemiology
Social Marketing
CommunityBased SM
ConsumerBehavior
CommunicationTheories
PersuasionTheories
BehavioralEconomics
DiffusionTheory
TechnologyDesign
Anthropology& Sociology
CityPlanning
BEHAVIORALTOOLS
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PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
• Complementary interventions• Many tools at each level
Behavioral Interventions
Built Env.BuildingsTechnology
Based on the socio-ecological model of health behavior
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Policy
1. Increase program participation- “Opt-out” instead of “Opt-in”
- E.g., green electricity or carbon credits
2. Address higher up front costs- Amortize costs, etc.
- E.g., solar panels
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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Infrastructure Safety Promotion
Built Environment
Model City: Muenster, Germany• 35% of all vehicle
trips made by bike • Popul.: 300,000
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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BEHAVIOR IMPACTS• Purchasing• Installation• Proper & persistent use
PROGRAMMABLE THERMOSTATS• 70% of homeowners find them too difficult to
operate and lose out on energy savings benefits (Honeywell, 2004)
• Designed from engineer’s perspective of what’s easiest to implement
• Should be designed from user’s perspective of what’s easiest to use
ELEMENTS OF DESIGN• Learnability• Usability• Motivation, incl. identity signaling• Aesthetics (Decision Analyst, 2007)
Tom Kelley. (2001). The Art of Innovation. BJ Fogg BJ. (2003). Persuasive Technology. Don Norman. (1998). The Design of Everyday Things.Francis Durso (ed.). (1999). The Handbook of Applied Cognition.
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividualTechnology
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ELECTRICITY FEEDBACK• 5-15% reductions in ~40 studies• Greater reductions w/ specific feedback
SMART METERS• Throughout U.S. & Europe • CA - All buildings by 2012; HAN plans unclear
FEEDBACK & CONTROL TECHNOLOGIES• Web displays of smart meters data • Wireless HANs or disambiguation provide
appliance specific data • Chips embedded in appliances allow for
control
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividualTechnology
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Media/Marketing
Entertainment Education Serial dramas are extremely effective for positive societal change
How do they work?
1. 2/3 Entertainment
2. Modeling• Instruct• Create norms• Build self-efficacy (confidence) • Demonstrate expected outcomes
– Pos., Neg., & transitional chars.
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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Community-BasedSUCCESSFUL PROGRAMS• Hood River Project• EnergyMark• Gore’s 1000 soldiers• Interfaith Power and Light
ADVANTAGES• Messages feel personal, not anonymous• Caters information for people like me• Enhanced learning - Direct experience • Additional tools
– Goals, Feedback, Barriers, Practice– Group feedback & competitions– Commitment
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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Beyond Residential
• Government• Business• Evaluation & Modeling
PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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Can we expedite the development of successful interventions?
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PUBLIC POLICY
SOCIOLOGY
ECONOMICS
EDUCATION
MEDICINE
MARKETING
SOCIALCOGNTIVE &PERCEPTUALPSYCHOLOGY
COMMUNCATION
PublicHealth
BehavioralEpidemiology
Social Marketing
CommunityBased SM
ConsumerBehavior
CommunicationTheories
PersuasionTheories
BehavioralEconomics
DiffusionTheory
TechnologyDesign
Anthropology& Sociology
CityPlanning
BEHAVIORALTOOLS
Behavioral Sciences
http://piee.stanford.edu/behavior
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Project Timeline
# o
f O
pp
ort
un
itie
s
Design
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Diffusion of Innovation
Everett Rogers. (2003). Diffusion of Innovation.Malcolm Gladwell. Bass Diffusion Model. Huggy Rao. Marc Granovetter. Bernardo Huberman.
Per
cen
t o
f T
ota
l P
op
ula
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Adopter Groups Through Time
Hub and Spoke
Characteristics of People Characteristics of Networks
Characteristics of Innovations• Simplicity - Is it easy to understand and use? • Observability - Are the results of using it visible?• Trialability - Can it be experimented with? • Compatibility - Is it consistent with existing values/needs?• Relative Advantage - Is it better than the prior thing?
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PolicyPhysical Env.Media/MarketingCommunity-BasedIndividual
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It’s a failure to apply behavioral tools,
not a people failure.
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It’s a design failure, not a people failure.
-Craig Lawrence, IDEO
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