The diffusion of information about energy conservation from tv and written media

Past research in communication and diffusion has yielded few systematic studies on disseminating research and applying empirical findings. The present research was conducted as an exploratory study of information adopt ion and diffusion. Low-cost, no-cost energy conservation strategies were presented as an innovation in a large-scale residential energy conservation project. This information was presented by videotape broadcast on cable television and by written and illustrated booklets to twenty-eight participants in the study. Adoption of particular conservation strategies was influenced by the participants’ perceptions of how observable its effects were and how compatible it seemed with their lifestyle. The speed, extent, and location of information dissemination were measure in an attempt to trace social communication networks among the project participants. It was found that diffusion did take place, after prompting, approximately one month after participants received the initial information. Each participant contacted an average of 2-3 additional people to inform them about the conservation strategies. More than half of all reported diffusion occurred through the workplace, that is among co-workers. This documentation and measurement of diffusion is expected to change the current estimates of benefit-cost ratios used in research today. The application of information diffusion is discussed within a behavior change paradigm incorporating concepts of social marketing, communication, consumer behavior, and social influence.

Name thesis:degree_name

M.S.

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Psychology

Department dc:contributor.department

Psychology

Grantor dc:publisher

Virginia Polytechnic Institute and State University

Year dc:date.issued

1983

Author dc:creator

• Chinn, Donna E.

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10919/106269

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/106269