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Public acceptance of utility programs and initiatives is vital for efficient deployment. Consumer complaints, protests, and lawsuits, can significantly impede progress and cost utilities, cities, and taxpayers money. One recent area where this has become clear is the deployment of smart meters. While the advantages of smart meters are widely accepted by utilities, academics, and governments, some communities have experienced backlash and disapproval from customers. Many of these concerns have been rebutted by scholars and this backlash seems to vary between regions, suggesting that backlash may be incited by issues related to deployment, rather than the technology itself. It is hypothesized that much of the backlash can be prevented by greater attention to public communication; how to do so is being explored, but is as yet undetermined. This paper presents a model of technology acceptance drawn from psychological theory and a framework of potential strategies for increasing acceptance. Through analysis of 20 U.S. smart meter rollouts, a list of 56 public communication strategies was compiled and subsequently organized into a framework of 24 key strategies based on temporal (upstream, midstream, downstream) and functional (involve, inform) characteristics. This framework, which integrates key psychological theories on technology acceptance, provides utilities with initial guidance on developing successful smart meter communication campaigns.
Citation preview
Beth Karlin Center for Unconventional Security Affairs
University of California, Irvine
Public Acceptance of Smart Meters: Integrating Psychology and Practice
Transformational Media Lab 1. Technology and new media are changing how people
interact with our natural, built, and social worlds.
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Transformational Media Lab
B. Karlin / 13 Aug 2012 ACEEE Summer Study
1. Technology and new media are changing how people interact with our natural, built, and social worlds.
2. There are potential opportunities to leverage these changes for pro-social / pro-environmental benefit.
Transformational Media Lab 1. Technology and new media are changing how people
interact with our natural, built, and social worlds. 2. There are potential opportunities to leverage these
changes for pro-social / pro-environmental benefit 3. A psychological approach provides a theoretical base and
empirical methodology with which to study this potential.
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Transformational Media Lab Mission:
Our lab studies how media is (and can be) used to transform individuals, communities, and systems.
Public / Civic Engagement
Documentary Film Campaigns
Residential Energy Use
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters as Transformational Media 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters as Transformational Media
1. Technology and new media 2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Grid “the modernization of electricity transmission and distribution system to maintain a reliable and secure electricity infrastructure that can meet future demand growth” (EISA, 2007)
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Grid
B. Karlin / 13 Aug 2012 ACEEE Summer Study
US: $4.5 billion in Recovery and Reinvestment Act European Union: goal of 80% coverage by 2020 Canada: mandates for 100% coverage
Smart Meters
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Information collected on-site Average frequency: monthly
(approx. 12 data points/year)
Information sent wirelessly Average frequency: hourly
(approx 8,760 data points/year)
Capture instantaneous current signatures for load identification, disaggregation, and analysis
blu-ray netflix streaming
200 microsecond sampling
Disambiguation
(approx 6.3 trillion data points/year)
B. Karlin/ May 2011
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters as Transformational Media
1. Technology and new media 2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters as Transformational Media 1. Technology and new media
2. Potential opportunities 3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters offer… Efficiency gains for utilities
Automatic transmission Critical Peak Pricing
Feedback for consumers Transparency of energy information
Potential for energy conservation
“Knowledge is power and I am sure the facts are staggering enough that when learned they could cause some change in people’s lives.”
200+ products in the market
B. Karlin / 13 Aug 2012 ACEEE Summer Study
(Karlin, Ford, & Squiers, Manuscript in preparation)
Empirical results 100+ studies conducted since 1976
Results average 10% (e.g., Darby, 2006; Fischer, 2008)
Effect sizes ranged from -.0830 to .4803
Mean r-effect size = .1174 (p < .001)
B. Karlin / 13 Aug 2012 ACEEE Summer Study
(Karlin & Zinger, Manuscript in preparation)
I had no idea how much
energy computers used
We installed power strips to easily power off all
high energy items
Window of Opportunity
Smart Meters as Transformational Media 1. Technology and new media
2. Potential opportunities 3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Smart Meters as Transformational Media 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
People and Energy Use
People and Energy Use
People and Smart Meters
Psychology: the scientific study of mental processes and behavior (American Heritage Dictionary)
From the Greek “psyche” (mind, soul) and “logia” (study of)
Areas include: Cognitive –mental processes (learning, perception, memory)
Developmental - intellectual, as well as moral development of the mind
Social - reactions to social stimuli and their underlying mental processes
Neurological –behavior that springs from reactions within the nervous system
Psychology studies people
It’s not just…
But all of this
Smart Meters as Transformational Media 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Our Approach 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Current Study: Apply relevant psychological theory to the case of smart meter adoption; use content analysis to develop a framework of communication strategies; provide utilities with guidance on how to develop successful campaigns.
Our Approach 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Current Study: Apply relevant psychological theory to the case of smart meter adoption; use content analysis to develop a framework of communication strategies; provide utilities with guidance on how to develop successful campaigns.
Dual Process Model
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Cognitive Appraisal
B. Karlin / 13 Aug 2012 ACEEE Summer Study www.cred.columbia.edu
Affective Response
B. Karlin / 13 Aug 2012 ACEEE Summer Study www.cred.columbia.edu
Perceiving Risk and Benefit
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Perceiving Risk and Benefit
B. Karlin / 13 Aug 2012 ACEEE Summer Study
The Role of Trust
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Important characteristics: 1. Ability 2. Benevolence 3. Integrity
"People don't really care how much you know until they know how much you care.”
- Mike McNight
Public Participation
B. Karlin / 13 Aug 2012 ACEEE Summer Study
• Public acceptance is a function of both acceptance criteria (features related to the policy/program) and process criteria (features of the decision-making process)
1. Information (e.g., I find it important to be informed)
2. Consultation (e.g., people should be included in process)
3. Cooperation (people should be involved in process)
4. Self-responsibility (I feel responsible for the project)
(Rowe & Frewer, 2000; Zoellner et al., 2011)
Trust Confidence Cooperation Model
B. Karlin / 13 Aug 2012 ACEEE Summer Study (Earle, Siegrist, and Gutscher, 2007)
Our Approach 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Current Study: Apply relevant psychological theory to the case of smart meter adoption; use content analysis to develop a framework of communication strategies; provide utilities with guidance on how to develop successful campaigns.
• Sample of 20 utilities drawn from a report of smart meter deployments (The Institute for Electric Efficiency, 2011).
• All five California utilities from the list were included and a random sample of 15 additional utilities was chosen.
Collection
• Data collected Fall 2011 / Winter 2012 • Collection methods:
• (1) Official utility websites • (2) Internet queries: (utility company name) and “smart meter”
Collection
• Initial codes based on previous literature • Open coding resulted in over100 distinct codes • Axial coding by study authors resulted in 52 specific actions related to
smart grid deployment, grouped into 11 primary categories
Coding
• Analysis of final coding sheet resulted in key themes in utility deployment as well as framework for public communication
• Next steps involve testing framework using a comparative case study of 4 utilities, chosen from among the sample
Analysis
Content Analysis Methodology
Utilities included in sample
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Theoretically derived strategies
B. Karlin / 13 Aug 2012 ACEEE Summer Study
• Dual Process: emotional appeals
• Risk Perception: emphasize benefits; inform early
• Trust: independent research; community programs
• Communication: train and engage service workers
• Participation: public comment or vote; tours & events
Strategies used by utilities
Findings 1. Most common – information about meters
• Mail and door hanger notification • Printed materials (e.g., brochures) • Smart meter information on website
2. Mostly just prior to or during installation
3. Innovative practices among a small handful of utilities • Feedback devices and enhanced websites • Involvement with community groups and events • Use of interactive media
4. Consumers created their own ‘programs’, when needed.
Our Approach 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Current Study: Apply relevant psychological theory to the case of smart meter adoption; use content analysis to develop a framework of communication strategies; provide utilities with guidance on how to develop successful campaigns.
Smart Meter Communication Framework
(during the decision-making process)
(implementation / installation)
(continued involvement)
Our Approach 1. Technology and new media
2. Potential opportunities
3. Psychological approach
B. Karlin / 13 Aug 2012 ACEEE Summer Study
Current Study: Apply relevant psychological theory to the case of smart meter adoption; use content analysis to develop a framework of communication strategies; provide utilities with guidance on how to develop successful campaigns.
Some thoughts… 1. First impressions matter.
2. Everybody is a potential communicator.
3. If you don’t communicate, somebody else will.
4. We are motivated to believe what we want to believe.
5. People remember how they feel more than what they hear.
Some suggestions 1. Think about communication before, during, AND after actual
smart meter installation/deployment.
2. Make sure your communication channels are bi-directional (involving and inviting participation of the community).
3. Work with independent parties (e.g., universities ) on research and development of your programs.
4. Engage and utilize staff and the public as informal communicators.
5. Offer benefits (e.g., enhanced billing, feedback) after the meters are installed, but postpone major rate changes.
Closing Thoughts
Contact: bkarlin@uci.edu
“The public is the only critic whose opinion is worth anything at all.” - Mark Twain
Acknowledgements
Research Assistants: Nicklas Svenson Cassandra Squiers
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