OPOWER: Increasing Energy Efficiency through Normative Influence (A) Harvard Case Solution & Analysis

An energy efficiency software company that applies the principles of social influence of Cialdini to successfully support consumers to reduce their energy usage, the case profiles OPOWER. OPOWER was co-founded in 2008 by two young Harvard graduates, Dan Yates and Alex Laskey, who were inspired by Robert Cialdini's behavioral science research demonstrating that people's normative beliefs - and messaging tailored to those beliefs - had a powerful and measurable impact on their energy-conserving behaviours. Yates and Laskey redesigned the house energy bill to hold normative messaging, including criticism on consumers' energy use compares to their neighbors' usage.
OPOWER Increasing Energy Efficiency through Normative Influence (A) Case Study Solution

Through early trials of the plan, the electrical utilities began finding 1.5% to 3.5% savings in energy use, practically immediately. After the speedy success of OPOWER's first three years, Yates and Laskey wondered whether their tactic would generate sustainable consequences: what strategy should they pursue to ensure that consumers continue to read and react to the normative messaging in the "Energy Bill 2.0"?

PUBLICATION DATE: September 14, 2010 PRODUCT 2010 PRODUCT #: 911016-PDF-ENG

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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