Chapter 6 do consumers know "what works" in energy conservation?

A wide gap separates energy researchers' perceptions of energy conservation from the public's perceptions. Consumers' perceptions were measured by surveys of over 3,000 Michigan households in conjunction with a mail audit program. This paper divides ener~ gy conservation into three types: efficiency investments, management, and curtailment. When asked how they could save energy, consumers mention management and curtailment measures before, and more frequently than, efficiency investments. When asked the dollar savings they could expect from these measures, they overestimate the savings potential of management and curtailment, and underestimate the potential of efficiency investments. Consumers' estimates of savings are not strongly related to the actual savings potential of their homes, but rather seem determined by social or attitudinal factors"