Increasing Energy Efficiency With Entertainment Media: An Experimental and Field Test of the Influence of a Social Game on Performance of Energy Behaviors. (January 2015)

• Record Type: Journal Article
• Authors: Reeves, Byron; Cummings, James J.; Scarborough, James K.; Yeykelis, Leo
• Is Part Of: Environment and behavior. Volume 47:Number 1(2015:Jan.)
• Page Start: 102
• Page End: 115
• Publication Date: 2015-01
• Subjects: energy -- behavior -- social media -- intervention -- content areas -- games; Human ecology -- Periodicals; 304.2
• DOI: 10.1177/0013916513506442
• Languages: English
• ISSNs: 0013-9165

Abstract

Energy information for consumers can be complex and uninteresting. Games offer a compelling new context for home energy information that may engage consumers and change behaviors. Based on research showing the effectiveness of game elements used in serious contexts, we built a professional quality social game about energy use in a virtual home. In a laboratory experiment, playing the game for 30 min resulted in significant increases in energy efficient behaviors (e.g., turning off room lights) after play ended. In a field test of the same game, smart meter data showed a significant decrease in electricity usage compared with 30-day periods before and after play. Taken together, these results demonstrate that energy information embedded in an entertaining commercial-grade game can produce significant changes in energy behavior.