"IT’S UP TO SOCIAL SCIENCE TO MAKE US ACT IN AN ENVIRONMENTALLY CONSCIOUS WAY. BUT CAN WE TRICK OURSELVES INTO SAVING OURSELVES?" - article by David Zax in Seed Magazine, talking about the "Last Experiment":
"Residents of a community were shown how their energy use measured up against the communal average. If they consumed more than the average, most reduced energy in the months ahead. If households saw that they consumed less energy than their peers, however, their energy use actually rose, except when the frugal households were given the merest of rewards: a smiley face on their bill."
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