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Self-Perception Based Strategies for Stimulating Energy Conservation

Publication Type:

Journal Article

Authors:

Allen, C. T.

Source:

Journal of Consumer Research, Volume 8, Number 4, p.381-390 (1982)

URL:

http://scholar.google.com/scholar?as_q=Self+Change+and+Therapy+Change+of+Smoking+Behavior:+A+Comparison+of+Processes+of+Change+in+Cessation+and+Maintenance&as_authors=DiClemente

Keywords:

energy efficiency, persuasion

Abstract:

This study recommends self-perception based influence techniques for stimulating socially conscious consumption. One such technique-an attribution/labeling message-is tested for influencing consumers' perceptions of effectiveness along with their propensities to consume in an energy-efficient fashion; messages were delivered through specially prepared television commercials. Results suggest that self-perception based strategies merit further examination as tools for stimulating conservation.