An energy efficiency software company that uses Cialdini's principles of social influence to successfully support consumers to lessen their energy usage, the case profiles OPOWER. OPOWER was co-founded in 2008 by two young Harvard grads, 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 strong and measurable impact on their energy-preserving behaviors. Yates and Laskey redesigned the house energy bill to contain normative messaging, including feedback on how consumers' energy usage compares to their neighbors' usage. Through early trials of the program, the electrical utilities began seeing 1.5% to 3.5% savings in energy usage, almost immediately. After the rapid success of OPOWER's first three years, Yates and Laskey wondered whether their tactic would generate sustainable results: what strategy should they pursue to ensure that consumers continue to read and react to the normative messaging in the "Energy Invoice 2.0"?
OPOWER Increasing Energy Efficiency through Normative Influence (B), Spanish Version Case Study Solution
PUBLICATION DATE: May 22, 2011 PRODUCT #: 912S07-HCB-SPA
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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