behaviour change 3 – give people control

20% reduction through home displays A study by Energy Economics reported in 2018 found that providing domestic electricity users with real-time information regarding energy consumption led to a reduction in demand of 20%. Savings were largely achieved by shifting some power use to off-peak periods with lower charges. This study demonstrates that information can deliver […]

20% reduction through home displays A study by Energy Economics reported in 2018 found that providing domestic electricity users with real-time information regarding energy consumption led to a reduction in demand of 20%. Savings were largely achieved by shifting some power use to off-peak periods with lower charges. This study demonstrates that information can deliver a greater level of control and motivate consumers to take action to reduce energy consumption. This demonstrates both the power of information and the impact of control.Information can empower consumers to take control of aspects of their lives and, indeed, their purchase decisions by giving them a sense of control. That sense of control (real or perceived) motivates consumers to take action. Research suggests that perceived control also feeds into a greater sense of happiness.Further, research suggests that in commerce, choice is a significant driver of the perception of control and, therefore, an antecedent of…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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