The Relative Effectiveness of Models and Prompts on Energy Conservation: A Field Experiment in a Shower Room

Elliot Aronson
Michael O'Leary

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DOI: 10.2190/UBD5-4Y9B-61EF-WUM6

Abstract

Signs were placed in the field house shower rooms of a university campus exhorting people to conserve water and energy by turning off the water while soaping up. Making the signs more obtrusive increased compliance but also increased resentment. Far greater compliance was achieved through a combination of a sign and an accomplice modeling the appropriate behavior. Still greater compliance was achieved when two accomplices performed the requested behavior simultaneously.

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