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The general phenomenon is called the Hawthorne effect: study subjects change their behavior because they’re being observed. So researchers collaborated² with a utility to test for the Hawthorne effect in electricity use.

 

They monitored almost 5,600 randomly³ selected households. Half received a postcard saying that their energy use would be monitored for a month for research purposes. They also got four follow-up reminder⁴ postcards over the month. They received no other information, instructions or incentives⁵.

 

The control group monitored for the study got no notifications. That group continued using the same amount of electricity. But the families being tracked reduced energy use 2.7 percent. And when the study period ended, their energy use shot back up. The report is in the Proceedings⁶ of the National Academy of Sciences. [Daniel Schwartz et al., The Hawthorne effect and energy awareness]

 

Clearly, mindful consumers can find ways to easily lower their energy consumption. Perhaps policy makers⁷ can find a way to use the Hawthorne effect to everyone’s advantage.

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