Energy conservation appeals to homeowners stressing patriotism and social responsibility have not worked. The authors believe that more precise information for the homeowner showing the specific dollar costs and savings for various energy actions will stimulate meaningful, beneficial trade-offs for the individual. They further believe that broadly conceived, publicly sponsored marketing strategies can help individual consumers make more informed energy-conservation choices from among the continuous, seasonal, and one-time actions available to them. If public policymakers focus efforts on the most cost-effective, energy-saving actions for households, the community will receive the greatest energy savings for a fixed amount of public expenditures.
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