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Reporting normative feedback to residential energy consumers has been found effective at reducing residential energy consumption. Upon receiving normative feedback households tend to modify their use to become in line with group norms. The effect of normative messages is partially moderated by how personally relevant normative reference groups are to the individual. Advanced energy metering technologies capture households’ energy use patterns, making it possible to generate highly similar and relevant normative reference groups in a non-invasive manner. Unfortunately, it is not well understood how similar individuals are to other group members. It also remains unknown how much individuals identify with behavioral reference groups. Therefore, this research aims to investigate how households perceive behavioral reference groups used in normative comparisons. Survey questionnaires are collected from 2,008 participants using Amazon Mechanical Turk. It is found that while households’ behaviors are more similar when grouped based on energy use profiles than based on geographic proximity, they identify more closely with proximity-based groups. Also, members’ group identification increases as individuals have higher similarity in energy use behaviors with other group members. This implies that enhancing the identity of profile-based behavioral reference groups will lead to an increase in norm adherence, and in turn reductions in household energy use.
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The Role of Reference Groups and Entitativity in the Group Identification process for Personalized Normative Messaging Interventions
Psychologists hypothesize that the effectiveness of normative messaging interventions increases when individuals have more personal attachment and similarity with reference groups. Using readily available energy consumption data, it is now possible to create highly personalized reference groups based on households’ daily energy use in a non-invasive matter. However, it still remains unclear to what degree individuals perceive behavioral reference groups as a cohesive entity. Therefore, this research investigates how individuals perceive energy profile-based groups relative to more standard geographic proximity-based groups. An online survey is conducted with 1,928 U.S. adults. Individuals do not perceive the profile-based groups as very entitative groups. Also, similarity between energy profile-based group members indirectly affects individuals’ identification with the groups via group entitativity. Lastly, this indirect effect is larger than the direct effect of similarity between group members on group identification. These results imply that a better understanding of what affects group entitativity would allow interveners to create more effective normative feedback messages.
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- Award ID(s):
- 1705273
- PAR ID:
- 10175384
- Date Published:
- Journal Name:
- International Conference on Sustainable Built Environment
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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Accepted Manuscript1.0
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