Attitude-behavior studies of household energy consumption found that Americans are more receptive to messages that are framed in terms of conservation than efficiency.

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Studies on attitude-behavior in household energy consumption have found that Americans are generally more receptive to messages framed in terms of efficiency rather than conservation. Efficiency implies getting the same results using less energy, which is often seen as more appealing than conservation, which suggests using less and potentially sacrificing comfort or convenience.

Attitude-Behavior Studies of Household Energy Consumption Found That Americans Are