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Wandi Bruine de Bruin (University of Leeds)

Advertising Energy Saving Programs: The potential Environmental Cost of Emphasizing Monetary Savings

In a project funded by the US Department of Energy, we studied how to advertise residential energy-saving programs to consumers. Electricity companies typically advertise energy-saving programs by pointing consumers to both the environmental benefits and the associated monetary benefits of lowered electricity bills. Although saving energy inherently saves money, our findings suggest that explicitly advertising these monetary benefits reduces consumers' willingness to sign up for residential energy-saving programs.