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 / G. D'Adda, A. Galliera, M. Tavoni. - In: JOURNAL OF ECONOMIC PSYCHOLOGY. - ISSN 0167-4870. - 81(2020 Dec).
|Titolo:||Urgency and engagement: Empirical evidence from a large-scale intervention on energy use awareness|
D'ADDA, GIOVANNA (Primo)
|Parole Chiave:||Consumer behavior; Information; Urgency; Gas consumption; Engagement;|
|Settore Scientifico Disciplinare:||Settore SECS-P/01 - Economia Politica|
|Data di pubblicazione:||dic-2020|
|Data ahead of print / Data di stampa:||21-apr-2020|
|Digital Object Identifier (DOI):||http://dx.doi.org/10.1016/j.joep.2020.102275|
|Appare nelle tipologie:||01 - Articolo su periodico|