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Behavioral economics and the energy behavior http://apocadocs.com/s.pl?1267814783
The argument Sendhil and I make is that we have to compare across all of these classes and say, "What's cost-effective in terms of achieving our goals?" We use the results from recent large-scale energy conservation programs that were motivated by behavioral science to show that behavioral science R&D is an underexplored and potentially cost-effective approach.... There was an academic study by psychologist Bob Cialdini and co-authors that helped provide the proof-of-concept for the OPOWER program. In this study, the researchers left door-hangers at a group of households in California. Some of the door-hangers said, "Save money by saving energy," some of them said, "Save the environment," and some said, "Here's how much your neighbors are using." And the ones that said, "Here's how much your neighbors are using" had a much stronger impact on energy consumption. In the last couple of years that study in particular has had a lot of influence.
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