3.2 Social Comparison

Opower used social comparison to reduce energy use around the worlds. It’s not about scientific facts, or research. It’s about your position relative to others (i.e., whether you are better or worse at conserving energy compared to your neighbors) (Cuddy, Doherty, and Bos 2010)

References

Cuddy, Amy J. C., Kyle Todd Doherty, and Maarten W. Bos. 2010. “OPOWER: Increasing Energy Efficiency Through Normative Influence (a).” Harvard Business School Case, September. https://www.hbs.edu/faculty/Pages/item.aspx?num=39383.