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Abstract
The goal of this research was to test the role of contextually implied descriptive social norms in promoting energy conservation, and the norm–salience consequences of posted messages. In Experiment 1, the norm in a campus computer laboratory was manipulated (all unused computers/monitors turned on or off) as well as activation of the norm (small signs posted directing that machines/monitors be turned off before leaving, or no posted signs). Researchers observed and recorded the behavior of 308 participants. As hypothesized, results showed that students were significantly more likely to shut down their computers and monitors in the condition with all machines preset to be off and the small signs posted. A second experiment was conducted to provide a practical test of the norm-aligned condition. The results showed that computers and monitors were shut down significantly more often in the norm-aligned condition than in the control condition (no sign posted and all machines/monitors left on). The results are discussed in terms of the Focus Theory of Normative Conduct.
Notes
1 There is a popular misconception that the sleep mode on computers makes it unnecessary to turn off an unused machine. It is actually much more energy-efficient to turn off a desktop computer when it is not being used—even if it is only going to be off for a few minutes (Mercier & Moorefield, Citation2011).
2 It is possible that some participants were counted more than once, which introduces error. A review of our data revealed that occasionally repeat participants were noted and only initial data were included in the analyses. Given that data collection involved unobtrusive observation with gender being the only identifiable demographic that was recorded, there was no way to precisely eliminate all repeat participants.
3 Computations are available upon request. Savings estimated based on comparisons with a baseline condition in which all computers are on when the laboratory opens, and off at closing (based on the posted schedule for each laboratory), a 3% baseline shut-off rate, and an estimated “inactive” consumption rate per computer per hour (based on the technical specifications of the 144 computers included in this study; average consumption of 95 W/h). Reductions are based on a 40% laboratory occupancy rate, an average use of 1 h, and a protocol in which all unused computers are turned off by laboratory attendants in 2-h shifts. If left on during all open laboratory hours, the average campus workstation is on 3745 h/year, resulting in an annual consumption of 355 kWh.