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OCR for page R1
Behavioral and Social Aspecis
of Energy Consumpffon
and Produchon:
Preliminary Report
Committee on Behavioral and Social Aspects of
Energy Consumption and Production
Assembly of Behavioral and Social Sciences
National Research Council
NATIONAL ACADEMY PRESS
Washi ngton, D.C. 1 982
.
OCR for page R2
NOTICE: The project that is the subject of this report
was approved by the Governing Board of the National
Research Council, whose members are drawn from the
councils of the National Academy of Sciences, the
National Academy of Engineering, and the Institute of
Medicine. The members of the committee responsible for
the report were chosen for their special competences and
with regard for appropriate balance.
This report has been reviewed by a group other than
the authors according to procedures approved by a Report
Review Committee consisting of members of the National
Academy of Sciences, the National Academy of Engineering,
and the Institute of Medicine.
The National Research Council was established by the
National Academy of Sciences in 1916 to associate the
broad community of science and technology with the
Academy's purposes of furthering knowledge and of
advising the federal government. The Council operates in
accordance with general policies determined by the
Academy under the authority of its congressional charter
of 1863, which establishes the Academy as a private,
nonprofit, self-governing membership corporation. The
Council has become the principal operating agency of both
the National Academy of Sciences and the National Academy
of Engineering in the conduct of their services to the
government, the public, and the scientific and
engineering communities. It is administered jointly by
both Academies and the Institute of Medicine. The
National Academy of Engineering and the Institute of
Medicine were established in 1964 and 1970, respectively,
under the charter of the National Academy of Sciences.
1
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COMMITTEE ON BEHAVIORAL AND SOCIAL ASPECTS OF ENERGY
CONSUMPTION AND PRODUCTION
ELLIOT ARONSON (CHAIR), Stevenson College, University of
California, Santa Cruz
ROBERT AXELROD, Institute of Public Policy Studies,
University of Michigan*
JOHN DARLEY, Department of Psychology, Princeton
University
SARA KIESLER, Department of Social Science, Carnegie-
Mellon University
DOROTHY LEONARD-BARTON, Sloan School of Management,
Massachusetts Institute of Technology
JAMES MARCH, Graduate School of Business, Stanford
University
JAMES MORGAN, Survey Research Center, University of
Michigan
PETER MORRISON, The Rand Corporation, Santa Monica,
California
LINCOLN MOSES, Department of Statistics, Stanford
University
LAURA NADER, Department of Anthropology, University of
California, Berkeley
STEVEN E. PERMUT, School of Organization and Management,
Yale University
ALLAN SCHNAIBERG, Department of Sociology, Northwestern
University
ROBERT H. SOCOLOW, Center for Energy and Environmental
Studies, Princeton University
THOMAS J. WILBANKS, Energy Division, Oak Ridge National
Laboratory, Oak Ridge, Tennessee
PAUL C. STERN, Study Director
RICHARD HOFRICHTER, Research Associate
ELLIS COSE, NBC Fellow
WENDY H. SINIARD, Administrative Secretary
*Currently on leave at the Center for Advanced Study in
the Behavioral Sciences, Stanford University.
OCR for page R4
OCR for page R5
CONTENTS
INTRODUCTION
AREAS OF CONTRIBUTION OF THE BEHAVIORAL AND
SOCIAL SCIENCES TO ENERGY POLICY
Possible Areas of Contribution, 5
Consumer Response to Incentives, 5
Consumer Response to Information, 6
Attitudes, Social Interactions, and Energy
Consumption, 7
Energy Use and Social Values, 7
Energy Conservation in Rented Buildings, 7
Energy Conservation by Organizational
Consumers, 8
Distributional Implications of Energy
Policies, 8
Major Changes in the Economy, 9
Organization of Production and Investment, 9
Local Energy Initiatives and Responses, 10
Response to an Energy Emergency, 10
Consumer Options in an Energy Crisis, 11
Administration of Scarcity, 12
Topics Selected for Detailed Study by the
Committee, 12
The Behavior of Energy Consumers, 12
Local Actions to Provide Energy Services, 13
Preparation and Response in Energy
Emergencies, 15
ENERGY CONSUMERS AND THEIR ENVIRONMENT
The Energy Consumer, 19
Five Models of Consumer Behavior, 19
v
1
5
17
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Interpersonal Influence and Imitation, 23
The Momentum of Past Behavior, 26
Personal Values and Norms, 27
The Environment of Energy Consumption, 29
Energy Unawareness and Energy Invisibility, 29
Problems of Energy Information, 32
Uncertainty in the Energy Supply System, 39
The Symbolic Context of Energy Use, 40
Limited Choice, 41
Some Implications of the Efficient Working of
Market Forces, 47
Summary, 48
REFERENCES
51
APPENDIX: TWENTY DILEMMAS OF OIL W LNERABILITY 55
Robert Axelrod
Dilemmas of Preparation, 56
Dilemmas of Anticipation, 58
Dilemmas of Crisis Response, 62
Conclusion, 65
References, 65
V1
