Across America, a number of homeowners are beginning to reduce their household energy usage. But why?
It seems like a simple question with an obvious answer: those who conserve energy are probably doing so either to save money or to reduce their impact on the environment. But, as with many issues involving human decision-making, the reality is not that simple.
Researcher Robert Cialdini and colleagues wanted to find out the real reasons why homeowners conserved energy. To do so, they conducted a telephone survey in which they asked people to rank how important four different factors were in their decision to conserve. Those who answered the survey ranked the four factors in this order of most to least important: environmental concern; helping society; saving money; and because others do it. Yet when... (click title for more)