Abstract
A combination of social marketing, communications, social learning (particularly modeling), and behavior analysis may provide an effective framework for behavior change via films and television. We used this approach in developing special television programs about residential energy conservation. The programs were tailored and directed to preselected middle-class homeowners (N = 150), and delivered over a public access channel of a cable TV system. The results indicated that after one program exposure (about 20 minutes), viewers adopted simple strategies modeled in the programs which led to savings of approximately 10% on their home energy use for a substantial part of the cooling and heating season. Although the potential benefits to costs of large-scale media efforts seemed great, institutional barriers for such programs were identified. Less expensive, more local programs seem more viable.
Keywords: energy conservation, TV modeling, consumer behavior, behavioral community psychology
Full text
PDF
Selected References
These references are in PubMed. This may not be the complete list of references from this article.
- Lau R., Kane R., Berry S., Ware J., Roy D. Channeling health: a review of the evaluation of televised health campaigns. Health Educ Q. 1980 Spring;7(1):56–89. doi: 10.1177/109019818000700105. [DOI] [PubMed] [Google Scholar]
- Leventhal H., Safer M. A., Panagis D. M. The impact of communications on the self-regulation of health beliefs, decisions, and behavior. Health Educ Q. 1983 Spring;10(1):3–29. doi: 10.1177/109019818301000101. [DOI] [PubMed] [Google Scholar]
- Robertson L. S., Kelley A. B., O'Neill B., Wixom C. W., Eiswirth R. S., Haddon W., Jr A controlled study of the effect of television messages on safety belt use. Am J Public Health. 1974 Nov;64(11):1071–1080. doi: 10.2105/ajph.64.11.1071. [DOI] [PMC free article] [PubMed] [Google Scholar]
- Winett R. A., Hatcher J. W., Fort T. R., Leckliter I. N., Love S. Q., Riley A. W., Fishback J. F. The effects of videotape modeling and daily feedback on residential electricity conservation, home temperature and humidity, perceived comfort, and clothing worn: Winter and summer. J Appl Behav Anal. 1982 Fall;15(3):381–402. doi: 10.1901/jaba.1982.15-381. [DOI] [PMC free article] [PubMed] [Google Scholar]