Do We Recommend Lower Electricity Consumption after Priming with Pro-social and Intrinsic Values?

Mona GuathUppsala University, Uppsala, Sweden
Peter JuslinUppsala University, Uppsala, Sweden

Abstract

The standard approach to changing people’s energy consumption, which involves information about ap-propriately structured economic incentives, is becom-ing increasingly questioned. In an experiment, we in-vestigated if it is possible to affect the electricity con-sumption recommended for the average American citizen by priming participants with either pro-social aspects of the “American stereotype” (intrinsic val-ues) or by superficial and self-enhancing aspects of the “American stereotype” (extrinsic values). The re-sults showed that the participants that were primed with extrinsic values recommended significantly higher electricity consumption for the average Amer-ican, as compared to both the intrinsic value priming condition and to a neutral control condition.

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Do We Recommend Lower Electricity Consumption after Priming with Pro-social and Intrinsic Values? (185 KB)



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