1. ANNUAL COLLOQUIUM 2012
PICTURING THE INVISIBLE: WHAT IS THE IMPACT OF THERMAL IMAGES ON HOUSEHOLDER MOTIVATION TO INSTALL ENERGY EFFICIENCY?
CHARLIE MORRIS-MARSHAM
Worked for:
Environmental consultancy in north England
Energy charity in Wales
Local authority in South East
Interest underlying:
What motivates people (business, public sector, in homes) to reduce energy use
[Conclusions: “I don’t know”, is it…?
Costs/savings, reputational impacts, social norms
My PhD: energy efficiency and consumer motivation]
Premise: invisibility of energy is a psychological barrier
1st Year PhD Researcher, UCL
15 November 2012

2. Thank you Are you …? Energy is invisible -> low priority
Picturing the invisible: what is the impact of thermal images on householder motivation to install energy efficiency?
Aim: understand how invisibility of energy affects demand energy efficiency measures
Energy is invisible -> low priority
Variation in impact => context is important
Thank you
1. Humans have evolved to rely on visible and eye-catching stimulus to tell us what is important
=> energy has a low priority in our consciousness.
2. Thermal images represent a way of making infrared radiation (heat) visible. Research has indicated they can facilitate energy demand reduction in householders, possibly through attention, efficacy and attitude effects
=> no research on whether thermal images can motivate householders to install energy efficiency measures
3. Community groups have used thermal images to engage householders, reported findings: wide variations in householder engagement (0-80% taking some action)
=> context is important (attention paid to generic vs. personalised image, interaction with householders (more) important?, interpreted consistently, nature of feedback)
4. Aim: comment on how to make energy use more salient, hopefully get closer to understanding: “what motivates people to reduce energy use?”
=> Looking for potential collaborators – those involved in delivering energy efficiency measures into homes, encouraging demand reduction (Green Deal/ECO) or interested in what motivates consumers to reduce energy use.
Thermal images make infrared visible
Attention
Attitudes
Perceived efficacy
Are you …?
Delivering energy efficiency
Energy demand reduction
Interested in motivation