Title: Vplyv injunktívnej a deskriptívnej normatívnej spätnej väzby na spotrebu elektrickej energie domácností
Source document: Klinická psychologie a osobnost. 2013, vol. 2, iss. 1, pp. 53-68
Extent
53-68
-
ISSN1805-6393 (print)2336-4432 (online)
Stable URL (handle): https://hdl.handle.net/11222.digilib/129481
Type: Article
Language
License: Not specified license
Notice: These citations are automatically created and might not follow citation rules properly.
Abstract(s)
Práca si kládla za cieľ overiť predpoklad, že pôsobením sociálnych noriem je možné znížiť celkovú spotrebu elektrickej energie vybranej vzorky domácností. Využitý bol vnútrosubjektový výskumný plán experimentu (N=15). Domácnosti dostávali na svoju spotrebu spätnú väzbu formou deskriptívnej (čo sa reálne deje) a injunktívnej (čo by sa diať malo) normy. Deskriptívna norma mala podobu správy porovnávajúcej spotrebu danej domácnosti so susednými domácnosťami; injunktívna norma bola sprostredkovaná emotikonou (☺/☹) v závislosti od výšky spotreby za merané obdobie. Na popisnej úrovni bola spotreba týchto domácností porovnaná s domácnosťami v skupine, v ktorej k žiadnej intervencii nedochádzalo (N=5). Experiment sa ďalej snažil potvrdiť, že domácnosti, ktoré dostali pozitívnu spätnú väzbu, udržia svoju spotrebu v nasledujúcich obdobiach na nízkej úrovni. A naopak, že domácnosti, na ktoré pôsobila neschvaľujúca injunktívna norma, svoju spotrebu znížia. Výsledky štúdie šetrenie elektrinou nepreukázali. Potvrdili však predpoklad o udržaní nízkeho trendu spotreby u domácností s pozitívnou spätnou väzbou. Nemožno však jednoznačne tvrdiť, že pozitívna spätná väzba predstavuje príčinu spomenutého efektu, ten mohol byť následkom pôsobenia ďalších činiteľov.
The study aimed to verify the hypothesis that social norms can exert influence on lowering electricity consumption of the selected sample of households. A within subject experimental design was used (N=15). Households received feedback on electricity consumption in a form of descriptive (what is commonly done) or injunctive (what is commonly approved) social norm. The descriptive norm was represented by a comparison of consumption of the particular household with consumptions of the neighbouring households. The injunctive norm was expressed by an emoticon (☺/☹) depending on the level of consumption for the measured period. The consumption of these households was compared to the consumption of households with no intervention (N=5), but at the descriptive level only. Besides the main research goal, the experiment also attempted to prove that households receiving positive feedback will keep their electricity consumption level low for the next periods of time. And on the contrary, households receiving negative injunctive norm will lower their consumption. The results do not prove savings comparing to the previous research. The study only confirms the hypothesis that frugal households do continue consuming less after they have been influenced by the positive feedback. We cannot say that the positive feedback is a cause of the mentioned effect as it could be caused by other factors as well.
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[3] Asch, S. E. (1956). Studies of independence and conformity: A minority of one against a unanimous majority. Psychological Monographs, 70, 1–70. | DOI 10.1037/h0093718
[4] Ayres, I., Reseman, S., & Shih, A. (2009). Evidence from two large field experiments that peer comparison feedback can reduce residential energy usage. NBER Working Paper 15386 (September).
[5] Borsari, B., & Carey, K. B. (2001). Peer influences on college drinking: A review of the research. Journal of Substance Abuse, 13, 391–424. | DOI 10.1016/S0899-3289(01)00098-0
[6] Brehm, S. S., & Brehm, J. W. (1981). Psychological reactance: A theory of freedom and control. New York: Academic Press.
[7] Buchtel, E. E., & Norenzayan, A. (2008). Which should you use, intuition or logic? Cultural differences in injunctive norms about reasoning. Asian Journal of Social Psychology, 11(4), 264–273. | DOI 10.1111/j.1467-839X.2008.00266.x
[8] Burnkrant, R. E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 206–215. | DOI 10.1086/208633
[9] Cialdini, R. B., Demaine, L. J., Sagarin, B. J., Barrett, D. W., Rhoads, K., & Winter, P. L. (2006). Managing social norms for persuasive impact. Social Influence, 1, 3–15. | DOI 10.1080/15534510500181459
[10] Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58, 1015–1026. | DOI 10.1037/0022-3514.58.6.1015
[11] Cialdini, R. B., & Trost, M. R. (1998). Social influence: Social norms, conformity and compliance.
[12] Craig, C. S., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5, 82–88. | DOI 10.1086/208718
[13] Cunningham, W. H., & Lopreato, S. (1977). Energy use and conservationincentives: A study of the Southwestern United States. New York: Praeger.
[14] Darby, S. (2006). The effectiveness of feedback on energy consumption. A Review for DEFRA of the Literature on Metering, Billing and direct Displays, 486.
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[16] Fischer, C. (2008). Feedback on household electricity consumption: a tool for saving energy? Energy Effeciency, 1, 79–104. | DOI 10.1007/s12053-008-9009-7
[17] Gardner, G. T., & Stern, P. C. (2002). Environmental Problems and Human Behavior. Boston: Pearson.
[18] Granfield, R. (2005). Alcohol use in college: Limitations on the transformation of social norms. Addiction Research & Theory, 13, 281–292. | DOI 10.1080/16066350500053620
[19] Haines, M., & Spear, S. F. (1996). Changing the perception of the norm: A strategy to decrease binge drinking among college students. Journal of American College Health, 45, 134–140. | DOI 10.1080/07448481.1996.9936873
[20] Kallgren, C. A., Reno, R. R., & Cialdini, R. B. (2000). A focus theory of normative conduct: When norms do and do not affect behavior. Personality and social psychology bulletin, 26, 1002–1012.
[21] Milgram, S., Rickman, L., & Berkowitz, L. (1969). Note on the drawing power of crowds of different size. Journal of Personality and Social Psychology, 13, 79–82. | DOI 10.1037/h0028070
[22] National Readership Survey. (nedatované). Získané 5.4.2013 z http://www.nrs.co.uk/lifestyle-data/
[23] Nielsen, L. (1993). How to get the birds in the bush into your hand: results from a Danish research project on electricity savings. Energy policy, 219, 1133–1144. | DOI 10.1016/0301-4215(93)90263-F
[24] Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2008). Normative social influence is underdetected. Personality and Social Psychology Bulletin, 34, 913–923. | DOI 10.1177/0146167208316691
[25] Nolen-Hoeksema, S., Fredrickson, B. L., Loftus, G. R., & Wagenaar, W. A. (2012). Psychologie Atkinsonové a Hilgarda. Praha: Portál.
[26] Organisation for Economic Co-operation and Development. (2001). OECD Environmental Outlook. Paris: OECD Publishing.
[27] Outhwaite , W., Turner, S. (2007). The SAGE Handbook of Social Science Methodology. Thousand Oaks: Sage Publications.
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[31] Schultz, P. W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J., & Griskevicius, V. (2007). The constructive, destructive and reconstructive power of social norms. Psychological science, 18, 429–434. | DOI 10.1111/j.1467-9280.2007.01917.x
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[34] Stech, L. (2008). Promoting household energyconservation. Energy Policy, 36, 4449–4453. | DOI 10.1016/j.enpol.2008.09.027
[35] Štatistický úrad Slovenskej republiky (30.8.2011). Životná úroveň domácností. Získané 29.4.2013 z http://portal.statistics.sk/showdoc.do?docid=38614
[36] Venkatesan, M. (1966). Experimental study of consumer behavior conformity and independence. Journal of Marketing Research, 384–387. | DOI 10.1177/002224376600300407
[37] Výrost, J., & Slaměník, I. (1998). Aplikovaná sociální psychologie I (ed). Praha: Portál.