For the most part, the behavior that defines how we consume energy is based on habits and routine. Except for a monthly correspondence with our local utility, we remain largely out of touch with the cost of our behaviors. How would our usage habits change if we were faced with more frequent information regarding our energy consumption? Do we even care? Would the conspicuous placement of the display on a residential energy management system motivate us to change?
Several months ago, Newport posted a Featured Technology update on Residential Energy Management Systems. In the update, we included a quote from a senior-level executive at an electrical systems contractor who, when asked about the effect of these types of products on consumption habits, said, “If you can see [your energy use] on a display, people take a real interest in lowering demand.”
So, think about the rapidly changing digits on a gas pump as you fill up your car at the station on the corner. As the cost appears to rise at a seemingly exponential rate relative to the gallons you’ve pumped, you’re face-to-face with timely feedback on your usage habits.
Remember pumping gallon after gallon of gas into your car at $4.25 per? Can you recall the feelings of disgust as you realized how much it cost you to ‘fill-up’?
Consider this:
Would the magnitude of those feelings been the same if you were allowed to drive for a month without incurring any cost, only to be billed for your use of gasoline shortly after a one-month billing cycle had passed?
For some people, maybe so. But for the rest of us, definitely not.
To better evaluate the potential for more timely (and more frequent) feedback to change household consumption of energy, Newport went out and found what the academic world had to offer. We’ve highlighted only the most important points in this edition of the Home Energy Tech Tips Blog.
To start, the studies recognize feedback as what is known as a consequence intervention. You use the energy and then you’re provided with information based on your use. This as opposed to antecedent interventions which would include a homeowner participating in a goal setting exercise or obtaining a home energy audit.
One study found that as compared to a variety of antecedent and consequence interventions, feedback was the most successful at motivating households to reduce energy use. Most important was the fact that the more frequent the feedback became the more effective it was observed to be. How effective? A separate study found that feedback strategies can reduce consumption by as much as 15%.
With the continuous or at least more frequent feedback strategy having widespread success at providing the impetus for households to change their consumption habits, it’s worth noting how the feedback should be presented. One researcher suggested providing homeowners with the average usage for a similar size household in a similar size home. The purpose of this is that people have a tendency toward social norms. If seeing the usage of other households convinces them that the norm is conservation, then this could lead them to change their own consumption habits. Meanwhile, other studies provided support for information that is stated in terms of cost, instead of more technical jargon like BTU’s or kWh’s.
What is particularly important about using dollars as a metric to measure usage was a finding that noted the combination of goal-setting and frequent feedback as being an especially effective approach. It would seem rather obvious that most households would set their goals in dollar terms, not kilowatt hours.
The research on the value of more frequent feedback as a means to encourage households to reduce their energy consumption is compelling. Check back soon for Part II of Newport’s series on Household Energy Use. In this next edition, we’ll discuss reduced energy usage in terms of using energy less vs. using it more efficiency.
Newport recently attended the Alliance to Save Energy’s 2010 Great Energy Efficiency Day - which showcased panels including Members of Congress, federal, state, and local government officials, and many of the nation’s top energy efficiency advocates. Panel topics focused on energy efficiency related stimulus funds, transportation energy and transit oriented development, and technology solutions in energy efficient buildings. 
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