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PSYCHOLOGY OF BEHAVIOR CHANGEENERGY EFFICIENCY ACTIONS
Dr. Reuven Sussman, Behavior Program,American Council for an Energy-Efficient Economy
American Council for an Energy-Efficient Economy
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“Two things are infinite:the universe and human stupidity;
and I'm not sure about the universe.” ―Albert Einstein
American Council for an Energy-Efficient Economy
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WHY DO PEOPLE CHANGE THEIR BEHAVIOR?
• Many theories!
• Economic
• Social
• Psychological
• Legal
• Structural barriers
American Council for an Energy-Efficient Economy
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THE PSYCHOLOGICAL PERSPECTIVE:WHY WE DON’T ACT LIKE HOMO ECONOMICUS
Anchor Bias
FeedbackLoss Aversion
Cognitive Dissonance/Consistency
Availability Heuristic
Confirmation Bias
Tokenism
Psychological Discounting
Representative Heuristic
Social Modeling
Social Norms
Reciprocity Norm
Goal Setting
Prompts
Public Commitment
Default Bias
American Council for an Energy-Efficient Economy
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PLEASE SAVE ENERGY…
Hmm… Why save energy?
60% compliance!(vs. 30% controls) 3x more likely to act!
Double foot-in-the-door: Souchet (2013)
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Dr. Reuven Sussman, Behavior Program Research Manager, American Council for an Energy-Efficient Economy
Thank you
American Council for an Energy-Efficient Economy