Abstract
Energy shortage is one of the most difficult problems that human-beings need to solve. Human-beings use energy in everyday life, including water, gas, fossil oil and so on. Energy plays an important role in the development of human. However, the lack of awareness of energy conservation and bad habits in everyday life lead to the increasingly serious energy shortage. Owing to the fact that much energy is non-renewable, human-beings should realize the importance of energy-saving. Researchers have tried many ways to persuade individuals to encourage people to conserve energy, most of which are financial incentive. But the effectiveness of these approaches is complex, as they apply rational thinking to decision-making but ignore the non-rational decision processes. It seems that humanity is fated to be irrational. Instead of making a comprehensive cost analysis, People often use mental shortcuts or rules of thumb to complete a decision. Behavioral science concentrates on the deviation from standard rational decision-making models, and emphasizes the biases and errors resulted from irrationality in decision-making. By reviewing related literature that examines how biases in decision making can be used to encourage individuals’ energy-saving behaviors and promote policy decisions, we find these studies use simple interventions to nudge people to make more optimal energy-saving decisions. Several decision biases and theories related to energy-saving decision are discussed, such as status quo bias, reference point effect, framing effect, duel system theory and social norm. Status quo bias is a preference for the current state and default option which makes people tend to do nothing and keep the current or previous decision, though the it is not the most favorable choice. In addition, individuals will set a reference point in decision-making and consider less or great energy consumption, then they will adjust the energy-consumption behaviors. Furthermore, framing effect means that two normatively equivalent descriptions of the same option often lead to systematically different choices. Different descriptions of energy-saving behavior lead to different choices in energy-saving. Besides, duel system theory proposes that there are separate cognitive systems that control human decisions: System 1 and System 2, the decision processes of which are distinct and interactive. System 1 makes decisions be fast, heuristic and automatic while System 2 makes decisions be slow, reflective and deliberate. Researches show that System 1 governs most of the energy-consumption decisions without specific energy-saving methods. Therefore, the heuristic strategy employed by it tends to result in wasting energy behavior. People’s behavior is greatly influenced by others, which becomes the powerful effect of social norms. When it comes to energy-saving, the norm-based interventions work primarily by making people more aware of their own behavior. Then, the influencing factors of the energy-saving decision are also discussed, including the way and content of energy-saving information dissemination, the characteristics of cognitive objects and emotion. In the end, we predict the directions of future research. We offer three main potential directions: 1) Pay more attention to intercultural study about energy-saving decision 2) Improve the method to evaluate the effectiveness of interventions 3) Seek for new interventions and apply them to practice.
Key words
Household Energy Saving /
Behavioral Decision Making /
Energy-Saving Management /
Psychological Mechanism /
Energy-Saving Behavior
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Application of behavioral decision theory in energy conservation management[J]. Journal of Psychological Science. 2017, 40(3): 760-765
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