We study how to foster engagement in the energy sector, where signals about consumption are opaque and infrequent. We evaluate an energy company's large-scale communication campaign for promoting natural gas self-reading. Self-readings allow utilities to bill customers on the basis of real - as opposed to estimated - consumption. Exploiting variation in campaign messages, we test the impact of imposing a sense of urgency on customers through a deadline for submitting a meter reading. We find that messages that induce a sense of urgency are twice as effective than generic messages in encouraging self-readings, consistent with recent research on the urgency effect. The increased sense of urgency moves to action customers with both high and low levels of baseline engagement; the effect is stronger on the former.

Urgency and engagement: Empirical evidence from a large-scale intervention on energy use awareness / D'Adda, Giovanna; Galliera, Arianna; Tavoni, Massimo. - In: JOURNAL OF ECONOMIC PSYCHOLOGY. - ISSN 0167-4870. - (2020), pp. 102275-N/A. [10.1016/j.joep.2020.102275]

Urgency and engagement: Empirical evidence from a large-scale intervention on energy use awareness

Galliera, Arianna;
2020

Abstract

We study how to foster engagement in the energy sector, where signals about consumption are opaque and infrequent. We evaluate an energy company's large-scale communication campaign for promoting natural gas self-reading. Self-readings allow utilities to bill customers on the basis of real - as opposed to estimated - consumption. Exploiting variation in campaign messages, we test the impact of imposing a sense of urgency on customers through a deadline for submitting a meter reading. We find that messages that induce a sense of urgency are twice as effective than generic messages in encouraging self-readings, consistent with recent research on the urgency effect. The increased sense of urgency moves to action customers with both high and low levels of baseline engagement; the effect is stronger on the former.
Urgency and engagement: Empirical evidence from a large-scale intervention on energy use awareness / D'Adda, Giovanna; Galliera, Arianna; Tavoni, Massimo. - In: JOURNAL OF ECONOMIC PSYCHOLOGY. - ISSN 0167-4870. - (2020), pp. 102275-N/A. [10.1016/j.joep.2020.102275]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/2929240
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