Team Power Smart Sparks Increase in Low-Priority, Repetitive Behaviors

Autor:	Marc Pedersen, Arien Korteland, Jay Kassirer
Rok vydání:	2014
Předmět:	Marketing Energy conservation Power (social and political) Economics and Econometrics business.industry West coast Business Electricity Social marketing Repetitive behavior
Zdroj:	Social Marketing Quarterly. 20:165-185
ISSN:	1539-4093 1524-5004
DOI:	10.1177/1524500414541098
Popis:	BC Hydro provides electricity to 1.7 million residential customers throughout British Columbia, on the west coast of Canada. Despite consumer indifference toward energy conservation, its Team Power Smart behavior-change program actively engaged 91,539 households and reduced electricity consumption by 25.6 gigawatt hours over its first 4½ years. The program connects with participants through things they care about, builds engagement incrementally, and helps overcome common barriers. It is designed to increase participants’ engagement levels on three dimensions: enjoyment (“I like this”), affiliation (“This is who I am”), and resonance (“This is right for me”). A similar approach could be used with a wide range of low-priority, ongoing behaviors.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::41ee78bdae792d3a7776af9deb8d4c51 https://doi.org/10.1177/1524500414541098 Zobrazit plný text záznamu