Comparing the Effects of Monetary Incentives and Foot‐in‐the‐Door Strategies in Promoting Residential Electricity Conservation

Abstract

The relative effectiveness of incentive and minimal justification techniques in promoting electrical energy conservation among 90 homeowners was investigated. Subjects in the Questionnaire condition were asked to complete a short energy conservation survey. Those in the Commitment condition were asked to curtail their consumption of electricity by 15%. In the Questionnaire + Commitment condition, subjects received both requests. These three groups were compared to an Incentive condition, where individuals were offered a highly attractive monetary incentive for conserving electricity, a Questionnaire + Commitment + Incentive condition, and a Control condition. The groups did not differ in electricity consumption during baseline, initial request, or follow‐up periods. However, during the conservation period, homeowners in the Commitment and the combined treatment groups conserved more electricity and contained more conservers than either of the remaining groups. These outcomes were discussed in terms of the comparative effectiveness of minimal justification and incentive strategies for inducing behavioral change.