Modifying perceptions of comfort and electricity used for heating by social learning strategies: residential field experiments

A winter field experiment involving 200 people living in 113 all-electric townhouse apartments examined the problems of defining thermal parameters and comfort guidelines for effective residential energy conservation strategies. The study assessed the effectiveness of daily feedback on electricity use and a videotape program demonstrating ways to adapt to cooler home temperatures. Either alone, or in combination, feedback and the modeling condition were effective in motivating people to reduce overall electricity use by about 15% and electricity used for heating by about 26%. Reducing household temperature by about 3.5 F and following night and day thermostat setback produced savings, while extra clothing maintained comfort levels. The author presents the study in terms of social learning in a larger effort to promote conservation. 10 references, 4 tables.