Beth Karlin University of California, Irvine
Communicating Climate Behaviors: Framing and False Dichotomies
A couple definitions
� Framing � Presentation of information in a way that
encourages certain interpretations and discourages others.
� Dichotomy � A pair of categories that are both
mutually exclusive & exhaustive.
B. Karlin / 15 Feb 2012
Garrison Institute
Framing of energy information
Option A Option B Supply Side Demand Side
Adaptation Mitigation
Technical solutions Behavioral solutions
Acceptance Denial
“________” works “______” doesn’t work
Environmental Apathetic
B. Karlin / 15 Feb 2012 Garrison Institute
Beyond either/or “Household actions can provide a behavioral wedge to rapidly reduce carbon emissions … without waiting for new technologies or regulations or changing household lifestyle.”
Dietz, Gardner, Gilligan, Stern, & Vandenbergh (2009)
B. Karlin / 15 Feb 2012 Garrison Institute
Information Overload
Turn off lights when you leave the room.
Wash your clothes in cold water. Wrap a blanket around your water heater.
Plug your electronics into a smart strip.
Switch to CFL or LED lightbulbs.
Consider buying an energy star appliance.
Check your home for thermal leaks.
Other proposed dimensions � Kempton et al. (1984)
� Investment in efficient equipment
� More efficient management
� Curtailment of amenities or comfort
• Black et al. (1985) • High Cost • Low Cost
• Nair et al. (2010) • High investment • Low investment • Building envelope
B. Karlin / 15 Feb 2012 Garrison Institute
Energy Survey Who: 836 adults who use electricity in the home
What: 15-minute survey on energy conservation attitudes, perceptions, and behaviors
When: December 2009 - March 2010
Where: Online
Why: Can residential energy conservation behaviors can be classified reliably into distinct categories, or dimensions?
If so, are there differences in the contextual and/or psychological variables best predict these dimensions?
B. Karlin / 15 Feb 2012 Garrison Institute
Energy Behaviors � Curtailment
� Efficiency
Turn off lights Run full loads Turn off/unplug
Efficient Appliances Check toilet
for leaks
Check for thermal leaks
Change light bulb Insulate home
Energy Behaviors � Curtailment
� Efficiency
Turn off lights Run full loads Turn off/unplug
Efficient Appliances Check toilet
for leaks
Check for thermal leaks
Change light bulb Insulate home
Investment Management
Energy Behaviors � Curtailment
� Efficiency
Turn off lights Run full loads Turn off/unplug
Efficient Appliances Check toilet
for leaks
Check for thermal leaks
Change light bulb Insulate home
High Cost Low Cost
Energy Behaviors � Curtailment
� Efficiency
Turn off lights Run full loads Turn off/unplug
Efficient Appliances Check toilet
for leaks
Check for thermal leaks
Change light bulb Insulate home
Building Envelope
Demographic / Housing Variable Sample 2010 Census
Gender 66% female 34% male
51% female 49% male
Age 41 years 37 years
Race 85% Caucasian 5% Hispanic 6% Asian 1% African-American 3% Other/Decline
79% Caucasian (15% Hispanic) 4% Asian 11% African-American 6% Other/Decline
Married 55% married 51% married
Education 17.4 years 29.4% College
Income $96,000 $68,000
Home Type 58% detached house --
Home Ownership 64% own 68% own
Home Size 1666 square feet 1769 square feet
# of People in Home 2.5 people 2.6 people
Psychological questions
Deep Ecology
Norm Activation
Media & Education
Focus on values
B. Karlin / 15 Feb 2012 Garrison Institute
Is it in my best interest?
Market Failures
Incentives
Focus on outcomes
Rational Model Moral Model
Psychological questions
Bill Consciousness
Financial motivation
Theory of Planned Behavior (Ajzen, 1991)
Personal Norms
Environmental Motivation
New Ecological Paradigm (Dunlap, 2001)
Rational Model Moral Model
B. Karlin / 15 Feb 2012 Garrison Institute
What did people do? Behavior % reported
Insulation 33.1%
New Appliance 61.3%
Replace Light Bulbs 80.9%
Check for Toilet Leaks 47.8%
Check for Thermal Leaks 21.1%
Turn off Lights 49.1%
Run Full Loads 77.6%
Shut Down Appliances 30.7%
B. Karlin / 15 Feb 2012 Garrison Institute
Did they cluster in dimensions? � Two primary components found:
� Efficiency
� Curtailment
B. Karlin / 15 Feb 2012 Garrison Institute
How were they different? Variable Curtailment Efficiency
Gender .031 -.099*
Age -.012 .370***
Race -.086* .028
Married -.077 .272***
Education -.019 .107*
Income -.052 .172***
Home Type -.021 .284***
Homeowner .004 .425***
Home Size -.030 .281*** B. Karlin / 15 Feb 2012
Garrison Institute
How were they different? Variable Curtailment Efficiency
Behavioral Beliefs .152*** .167***
Control Beliefs .162*** .028
Normative Beliefs .079 .026
Price Consciousness .134** .192***
Financial Motivation .038 .030
Env. Paradigm .165*** .056
Environmental Norm .232*** .101*
Environmental Motivation .196*** .074
B. Karlin / 15 Feb 2012 Garrison Institute
How were they different?
A four-step regression model was run for curtailment and efficiency. Significant predictors in the final models for each dimension were:
Efficiency
• Gender
• Age • Marital Status
• Homeownership* • Behavioral Beliefs
• Bill Consciousness
Curtailment • Race
• # of people in home
• Bill Consciousness
• Personal Norms*
• Environmental Motivation*
* Indicates strongest predictor in model B. Karlin / 15 Feb 2012
Garrison Institute
Some implications
1. Encouraging “energy conservation” may not be specific enough for consumers.
2. A focus on rational AND moral motivations for behavior are important (for different behaviors).
3. Addressing (psychological & contextual) barriers for renters is important in promoting efficiency behaviors.
4. Provision of energy feedback, could be effective in promoting both curtailment and efficiency.
Behavior Dimensions
Adjustments Conservation action
Usage Behavior Purchase-related
Practices/behaviors Measures
Direct energy use actions Device adoption
Frugality Technical/technology choices
Repeated behaviors One-time / Non-repetitive
Non-investments Investments
Non-durable behavior Durable behavior
Abrahamse et al., 2005; Attari et al., 2010; Ayres et al., 2009; Barr et al., 2005; Black et al., 1985; Butler & Hope, 1995; Cialdini & Schultz, 2003; Curtis et al., 1984; Dietz et al., 2009; Dillman et al., 1983; Geller et al., 1982; Gardner & Stern, 1996; Kempton et al., 1984; Kempton et al., 1992; Macey & Brown, 1983; Nair et al., 2010; McKenzie Mohr, 1994; Oikonomou et al., 2009; Poortinga et al., 2003; Samuelson, 1990; Stern, 1992; Stern & Gardner, 1981; Van Raaij & Verhallen, 1983
Behavior Dimensions Curtailment Efficiency
Adjustments Conservation action
Usage Behavior Purchase-related
Practices/behaviors Measures
Direct energy use actions Device adoption
Frugality Technical/technology choices
Repeated behaviors One-time / Non-repetitive
Non-investments Investments
Non-durable behavior Durable behavior
Abrahamse et al., 2005; Attari et al., 2010; Ayres et al., 2009; Barr et al., 2005; Black et al., 1985; Butler & Hope, 1995; Cialdini & Schultz, 2003; Curtis et al., 1984; Dietz et al., 2009; Dillman et al., 1983; Geller et al., 1982; Gardner & Stern, 1996; Kempton et al., 1984; Kempton et al., 1992; Macey & Brown, 1983; Nair et al., 2010; McKenzie Mohr, 1994; Oikonomou et al., 2009; Poortinga et al., 2003; Samuelson, 1990; Stern, 1992; Stern & Gardner, 1981; Van Raaij & Verhallen, 1983
Behavior Dimensions Curtailment Efficiency
No/Low Cost (11) Require financial outlay (12)
Repetitive / Frequent (12) Infrequent /one-time (15)
Loss of amenities/comfort (6) No lifestyle changes (2)
Behavior / usage (6) Structural / purchases (12)
Reversible (4) Durable (7)
Saving energy / moral (2) Saving money / rational (3)
Less impact/savings (2) Greater savings (5)
Abrahamse et al., 2005; Attari et al., 2010; Ayres et al., 2009; Barr et al., 2005; Black et al., 1985; Butler & Hope, 1995; Cialdini & Schultz, 2003; Curtis et al., 1984; Dietz et al., 2009; Dillman et al., 1983; Geller et al., 1982; Gardner & Stern, 1996; Kempton et al., 1984; Kempton et al., 1992; Macey & Brown, 1983; Nair et al., 2010; McKenzie Mohr, 1994; Oikonomou et al., 2009; Poortinga et al., 2003; Samuelson, 1990; Stern, 1992; Stern & Gardner, 1981; Van Raaij & Verhallen, 1983
Behavioral Dimensions Attribute Curtailment Efficiency
COST No/Low Cost (11) Require financial outlay (12)
FREQUENCY Repetitive / Frequent (12) Infrequent /one-time (15)
LIFESTYLE Loss of amenities (6) No lifestyle changes (2)
ACTIONS Behavior / usage (6) Structural / purchases (12)
PERMANENCE Reversible (4) Durable (7)
MOTIVATION Saving energy / moral (2) Saving money / rational (3)
OUTCOME Less impact/savings (2) Greater savings (5)
B. Karlin / 15 Feb 2012 Garrison Institute
Is it really that simple? � Distinctions not always clear
(Black et al., 1985; Cialdini & Schultz, 2003; Curtis, 1984; Samuelson, 1990; Stern & Gardener, 1981)
� Operational definitions vary across studies Is curtailment … … subconscious, requiring little cognitive effort? (Barr et al., 2005; Nair et al., 2010)
… conscious and reliant on human volition? (Dillman et al., 1983; Van Raaij & Verhallen, 1983)
� Behaviors inconsistent across studies Is caulking … … a curtailment behavior? (Macey & Brown, 1983) … an efficiency behavior? (Ayres et al., 2009)
B. Karlin / 15 Feb 2012 Garrison Institute
Let’s look at the attributes Attribute Curtailment Efficiency
COST No/Low Cost (11) Require financial outlay (12)
FREQUENCY Repetitive / Frequent (12) Infrequent /one-time (15)
LIFESTYLE Loss of amenities (6) No lifestyle changes (2)
ACTIONS Behavior / usage (6) Structural / purchases (12)
PERMANENCE Reversible (4) Durable (7)
MOTIVATION Saving energy / moral (2) Saving money / rational (3)
OUTCOME Less impact/savings (2) Greater savings (5)
B. Karlin / 15 Feb 2012 Garrison Institute
Let’s look at the attributes Attribute Curtailment Efficiency
COST No/Low Cost (11) Require financial outlay (12)
FREQUENCY Repetitive / Frequent (12) Infrequent /one-time (15)
B. Karlin / 15 Feb 2012 Garrison Institute
Features of a dichotomy: 1. Exclusive 2. Exhaustive
Behavior Dimensions
Low Cost
High Cost
Infrequent
Frequent
Curtailment ???
Efficiency Maintenance
Van Raaij & Verhallen, 1983; Kempton et. al., 1984; Kempton et al., 1992; McKenzie Mohr 1994; Stern, 1992
B. Karlin / 15 Feb 2012 Garrison Institute
What’s the third option? Curtailment Efficiency Maintenance
B. Karlin / 15 Feb 2012 Garrison Institute
Are there more? � High- vs. Low- cost (Black et al., 1985)
� Building Envelope (Nair et al., 2010)
� WEMAD: Weatherization, Equipment, Maintenance, Adjustments, and Daily behavior (Dietz et al., 2009)
� Energy behavior clusters (Flora et al., in preparation)
B. Karlin / 15 Feb 2012
Garrison Institute
Discussion (what does it mean?)
1. Curtailment and efficiency may be a false dichotomy …
2. … but individuals may behave in ways that are consistent with these two dimensions.
3. This dichotomy may emphasize the spending aspect of efficiency behaviors and the suffering aspect of curtailment behaviors.
4. This presents both challenges and opportunities for promotion of energy conservation.
Curtailment Efficiency
Predicted by environmental attitudes
Predicted by home ownership
Closing Thoughts “Words are, of course, the most powerful drug used by mankind” Rudyard Kipling
“With great power comes great responsibility”
Uncle Ben (Spiderman)
Contact: [email protected]
uci@home research team: � David Kirkby, Physics � Daniel Stokols, Psychology � Nora Davis, Social Ecology � Angela Sanguinetti, Planning � Kristen Gamble, Psychology