2014 CSU Facilities Conference The human behavior and energy efficiency juxtaposition

1. Why We Do What We Do?
The human behavior and
energy efficiency juxtaposition
Beth Karlin
Director, Transformational Media Lab
University of California, Irvine
bkarlin@uci.edu

2. 1. Technology and new media are significantly changing
how we interact with our natural, built & social worlds.

3. 1. Technology and new media are significantly changing
how we interact with our natural, built & social worlds.
2. There are potential opportunities to leverage these
changes for pro-social / pro-environmental benefit.

4. 1. Technology and new media are significantly changing
how we interact with our natural, built & social worlds.
2. There are potential opportunities to leverage these
changes for pro-social / pro-environmental benefit.
3. A psychological approach provides a theoretical base
and empirical methods to understand this potential.

5. 1. Technology and new media are significantly changing
how we interact with our natural, built & social worlds.
2. There are potential opportunities to leverage these
changes for pro-social / pro-environmental benefit.
3. A psychological approach provides a theoretical base
and empirical methods to understand this potential.
Transformational Media Lab:
We study how technology and new media are (and can be)
used to transform individuals, communities, and systems.

6. Three Thoughts on Behavior
1. The time is now.
2. Look beyond either/or.
3. Seeing can be believing.

7. Three Thoughts on Behavior
1. The time is now.
2. Look beyond either/or.
3. Seeing can be believing.

8. Times of transition…

9. College is a key time of transition!

10. Three Thoughts on Behavior
1. The time is now.
2. Look beyond either/or.
3. Seeing can be believing.

11. What is a dichotomy?
A pair of categories that are both
mutually exclusive & exhaustive.

12. Option A Option B
Supply Side Demand Side
Adaptation Mitigation
Technical solutions Behavioral solutions
Acceptance Denial
“________” works “______” doesn’t work
Environmental Apathetic

13. Technology People

14. People use technology
Energy use in identical houses has been found to vary
by up to 260% (Parker, Mazzara, & Sherwin, 1996).

15. “Household actions can provide a behavioral wedge to rapidly
reduce carbon emissions … without waiting for new
technologies or regulations or changing household lifestyle.”
Dietz et al., (2009)

16. “Go Green” Single Behavior

17. Wash your clothes in cold water.
Turn off lights when you leave the room.
Switch to CFL/LED lightbulbs.
Plug your electronics into a smart strip.
Change your computer default settings.

18. Example:

19. Curtailment Efficiency

20. Attribute Curtailment Efficiency
COST No/Low Cost (11) Require financial outlay (12)
FREQUENCY Repetitive / Frequent (12) Infrequent /one-time (15)
LIFESTYLE Loss of amenities (6) No lifestyle changes (2)
ACTIONS Behavior / usage (6) Structural / purchases (12)
PERMANENCE Reversible (4) Durable (7)
MOTIVATION Saving energy / moral (2) Saving money / rational (3)
OUTCOME Less impact/savings (2) Greater savings (5)
Abrahamse et al., 2005; Attari et al., 2010; Ayres et al., 2009; Barr et al., 2005; Black et al., 1985; Butler &
Hope, 1995; Cialdini & Schultz, 2003; Curtis et al., 1984; Dietz et al., 2009; Dillman et al., 1983; Geller et al.,
1982; Gardner & Stern, 1996; Kempton et al., 1984; Kempton et al., 1992; Macey & Brown, 1983; Nair et al.,
2010; McKenzie Mohr, 1994; Oikonomou et al., 2009; Poortinga et al., 2003; Samuelson, 1990; Stern, 1992;
Stern & Gardner, 1981; Van Raaij & Verhallen, 1983

21. Attribute Curtailment Efficiency
COST No/Low Cost (11) Require financial outlay (12)
FREQUENCY Repetitive / Frequent (12) Infrequent /one-time (15)
Features of a dichotomy:
1. Exclusive
2. Exhaustive

22. Low Cost
High Cost
Infrequent
Frequent
Maintenance Efficiency
Curtailment ?? ?
Van Raaij & Verhallen, 1983; Kempton et. al., 1984;
Kempton et al., 1992; McKenzie Mohr 1994; Stern, 1992

23. Curtailment Efficiency
Suffer Spend

24. Curtailment Efficiency Maintenance

25. Three Thoughts on Behavior
1. The time is now.
2. Look beyond either/or.
3. Seeing can be believing.

26. Kempton and Layne, 1994

27. What is Feedback?
“Information about the result of a process or action
that can be used in modification or control of a
process or system” - Oxford English Dictionary

28. What is Feedback?
“Information about the result of a process or action
that can be used in modification or control of a
process or system” - Oxford English Dictionary

29. How much does a
load of laundry cost?

30. How about your whole home (dorm)?

31. Our window of opportunity…
1888

33. Feedback is effective…
— 100+ studies conducted since 1976
— Reviews found average 10% savings
— Mean r-effect size = .1174 (p < .001)
I had no idea
how much
energy
computers used
We installed power
strips to easily
power off all high
energy items
Darby, 2006; Ehrhardt-Martinez et al., 2010;
Fischer, 2008; Karlin & Zinger, in preparation

34. Feedback is effective…
— 100+ studies conducted since 1976
— Reviews found average 10% savings
— Mean r-effect size = .1174 (p < .001)
Significant variability in effects
(from negative effects to over 20% savings)
Darby, 2006; Ehrhardt-Martinez et al., 2010;
Fischer, 2008; Karlin & Zinger, in preparation

35. Feedback is ✗ can be
effective…
— 100+ studies conducted since 1976
— Reviews found average 10% savings
— Mean r-effect size = .1174 (p < .001)
Significant variability in effects
(from negative effects to over 20% savings)
Darby, 2006; Ehrhardt-Martinez et al., 2010;
Fischer, 2008; Karlin & Zinger, in preparation

36. Feedback is effective✗ can be …
IT DEPENDS!
• Population (WHO?)
• Duration (HOW LONG?)
• Frequency (HOW OFTEN?)
• Medium (WHAT TYPE?)
• Disaggregation (WHAT LEVEL?)
• Comparison (WHAT MESSAGE?)
Karlin, Ford, & Zinger, under review

37. Is HOW feedback effective?
WHAT
WHO
WHEN
WHERE WHY

38. How much does a
load of laundry cost?
1079 KwH/year
65.9 Billion
$$$
$.25/load
$85/year

39. Message framing
Impacts of leaving your router on when not in use
1
A router left on all day wastes energy.
2
3
4
A router left on all day uses .07 kWh of electricity.
A router left on all day costs $.06.
A router left on all day uses the equivalent of 37 AA batteries.

40. Message framing
Impacts of leaving your router on when not in use
1
A router left on all day wastes energy.
2
3
4
5
A router left on all day uses .07 kWh of electricity.
A router left on all day costs $.06.
A router left on all day uses the equivalent of 37 AA batteries.
If all Americans switched off their router when not in use,
we could save $2.8 billion a year.

41. While there are benefits to simplicity,

42. it’s not always that easy…

43. but we can work together to find answers!

44. Resources:

45. Beth Karlin
bkarlin@uci.edu