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u en es en nergy
Conservat ion:Saving Pow er t o c onser ve your reput at ion?
J u ly 2011
Robert Gilbert, Ph.D.Housing & Hospitality Services
,
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Buildings account for over two thirds of electricity usage
Currently, electricity usage almost invisible to residents
s ma e - po en a re uc on w ee ac
Challenges:
High costs of action Difficulty of interpreting information
Effectiveness of smart meters alone is unclear
This stud aims to investi ate non- ecuniar incentives thatwill interact with real-time feedback to reduce usage
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Students livin in UCLA residential halls have no
data over their electricity usage
e nsta e ectr c ty meters n 66 res encehall rooms Electricit usa e broken down b source
We encourage energy conservation through two
1. real-time feedback over electricity usage, combined withsocial norms
2. Reputation effects
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People tend to look toothers, especially ama or ty, to ec e owto behave.
Messages showing thatman or most othersare doing something ina certain way influence
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California households ener use were monitored and then
doorknob cards were delivered to each house telling them howtheir energy use compared to the norm.
Over the next few weeks, those households who had had aboveaverage usage reduced their consumption by 5.7%; but thosewhose usa e was below avera e increased their consum tion b8.6%.
The fixed this middle ma net b uttin smile faces on thecards or those whose energy use was low and frowny faces onthe cards of those whose usage was high.
Schultz, P. W.; Nolan, J.M.; Cialdini, R.B; Goldstein, N.J.; and Griskevicius, V. (2007). The constructive,destructive, and reconstructive power of social norms, Psychological Science, 18:429-434.
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Descriptive describes norm of behavior In unctive makes value ud ment over norm
Descriptive norms cause boomerang effect(convergence to norm)
reduce usage
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Reputat ion/s tatus/conspicuous
c onsum p on
sends out a signal, rather than satisfies anintrinsic need
E.g. Chinese Mandarins and long fingernails
Branded clothing
7
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Private information about energy conservation &normal behavior Tells user where they fit in compared to others Ma influence consum tion
Public information about energy conservation & normal
Individuals are motivated by how people perceive them Desire for social approval
People will act more prosocially in public than inprivate settings, so public information will be moree ec ve an pr va e n orma on
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ase ne wee s er o wee s er o wee s
FALL 2010 WINTER 2011
Control
Feedback Only Feedback Feedback
Feedback +Reputation
Feedback Feedback +Reputation
Feedback (combined with descriptive norm):
Weekly electricity usage reports
Re utation: Rooms publicly rated as above/below average energy conservers
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,
Constructed 2005/2006 700-1000 residents each Students have control of thermostats, plugs and lights
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Technology
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2010Winter Spring Summer Fall
Technologydevelopment
Pilot deployment Recruitment,survey and
installation
Baseline andfeedback
treatment
Winter Spring
status treatment
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Feedbac k Treat m ent Engage
In te r faceea - me energy use
Energy usage by source
Social and historical comparisons
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Feedback Treat m ent w eek ly em a il
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St at us Treat m ent Engage Energ y
Stars
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Surve I Basel ine I Feedback I Feedback & St a tus
326 Volunteers for experiment -
assignments (66 rooms)
What % of electrical usage do you think comes from the followingsources for a typical Rieber Terrace Room?
ver ea g ng Heating and cooling? Plug load (items plugged into electric outlets e.g. laptops, fridges,
e c.
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Surve I Basel ine I Feedback I Feedback & St a tus
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Surve I Basel ine I Feedback I Feedback & St a tus
70% of the rooms are singles
Total electricity usage per room is 182 kwh per month
California average is 587 kwh per household or 201 kwh per capita!
Averagedailyusageperroominwatthours(wh)
Totalusage(Wh) 6058.31 4431.13 250.35 20929.07heating/cooling(Wh) 4346.39 4222.53 0.00 19622.28
Light(Wh) 285.37 165.41 0.00 661.30ug . . . .
NBaselinePeriod
65
6weeks
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Surve I Basel ine I Feedback I Feedback & St a tus
Reduction in lights equivalent to
15% of period 1 average (for lights)
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Surve I Basel ine I Feedback I Feedback & St a tus
It was interesting watching my power consumption betweendays, and I feel that having access to my power usage made
oc us g roup sur vey ee ac g roup
me more aware and considerate of the amount of power Iused.
n everyone s ou ave access o s ype o n orma on,as well as a comparison of what the amount of energy consumedis equivalent to. In order to get people to consume less energy,eo le should be aware of the environmental benefits of doin
so. The amount of energy that I consume compared to otherrooms wasn't a great enough incentive to cut back, andmaybe some additional information about the scale of my
'.promoting greater conservation!
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Surve I Basel ine I Feedback I Feedback & St a tus
Reputation Effect reductions equivalent to
30% reduction in average period 2 ofheating/cooling
of lights
5% reduction in lu load
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Foc us g roups/sur vey Reput at ion
roup
Poster Once the poster got up, it became serious
I liked the poster, it made us want to get green dots
We want to make it green because red looks bad
I thought the posters were pretty crucial to the whole process. It gets everyone elseinvolved.
We wanted to compete
When I got a green dot, I received high 5
We did not want to attract attention because we were red
Worried about how people perceive you
What did you learn? The poster was good but you need the dashboard
I learned that m actions made a difference
I learned that Heating requires a lot of energy
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I maintain my habits now. I unplug my fridge when I leave for theweekend
I en o ed artici atin in this ex eriment because I feel that it haschanged my habit a lot. Now, I am more conscious of using electricityand I am trying my best to conserve energy.
(after poster is removed) I miss the poster I wanted to show the world!
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Information is effective for conservation behavior Feedback with social norm has an effect on light usage
Public Information is more effective than private information Reputation motivates high electricity users to conserve
Persistence?
A larger sample size is needed to properly investigatehetero eneous res onses and motivations
CARB funded experiment in UCLA University Village next year Equip150 graduate students apartments Appliance level granularity Long-term installation in Sustainability Themed Community
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