People Save More Energy When They Think Someone Is Watching Them

<a href="http://www.shutterstock.com/cat.mhtml?lang=en&search_source=search_form&search_tracking_id=So6F0Cvg4Sun25ymEqo_vw&version=llv1&anyorall=all&safesearch=1&searchterm=lights+off&search_group=&orient=&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&commercial_ok=&color=&show_color_wheel=1#id=95939155&src=c-7rjPTb21mBmtx01xuriA-1-48">aastock</a>/Shutterstock


This story first appeared on the Grist website and is reproduced here as part of the Climate Desk collaboration.

How do you prevent someone from wasting electricity? The same way you prevent them from picking their nose—make them think they are being watched.

Carnegie Mellon University researchers wanted to see whether the Hawthorne effect could be used to change energy-use patterns. The Hawthorne effect refers to the way people tend to alter their behavior when they sense they are being observed. The effect can be a pain in the ass for scientists trying to study human behavior, but it can also be a powerful tool for influencing that behavior.

The researchers sent postcards to a group of utility customers notifying them that their electricity usage was being tracked for one month as part of an experiment. The series of postcards offered no incentives or instructions to reduce energy use—they just let the customers know that they were being, in effect, watched. A control group of utility customers got no postcards.

Sure enough, the Hawthorne effect arose to work its magic. According to results reported Tuesday in Proceedings of the National Academy of Sciences, people who received the postcards reduced their electricity consumption by an average of 2.7 percent.

A follow-up survey of postcard recipients indicated that the experiment had heightened their awareness of their own energy habits. Here’s what they said they did to cut electricity use:

That all sounds good. But once the customers thought the month-long experiment had ended, they returned to their former energy-wasting ways.

So all we need now are surveillance cameras installed in everybody’s homes, watching their every appliance. Right? Oh, wait…

More MotherJones reporting on Climate Desk

DOES IT FEEL LIKE POLITICS IS AT A BREAKING POINT?

Headshot of Editor in Chief of Mother Jones, Clara Jeffery

It sure feels that way to me, and here at Mother Jones, we’ve been thinking a lot about what journalism needs to do differently, and how we can have the biggest impact.

We kept coming back to one word: corruption. Democracy and the rule of law being undermined by those with wealth and power for their own gain. So we're launching an ambitious Mother Jones Corruption Project to do deep, time-intensive reporting on systemic corruption, and asking the MoJo community to help crowdfund it.

We aim to hire, build a team, and give them the time and space needed to understand how we got here and how we might get out. We want to dig into the forces and decisions that have allowed massive conflicts of interest, influence peddling, and win-at-all-costs politics to flourish.

It's unlike anything we've done, and we have seed funding to get started, but we're looking to raise $500,000 from readers by July when we'll be making key budgeting decisions—and the more resources we have by then, the deeper we can dig. If our plan sounds good to you, please help kickstart it with a tax-deductible donation today.

Thanks for reading—whether or not you can pitch in today, or ever, I'm glad you're with us.

Signed by Clara Jeffery

Clara Jeffery, Editor-in-Chief

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate

Share your feedback: We’re planning to launch a new version of the comments section. Help us test it.