public acceptance of smart meters: integrating psychology and practice

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


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.


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


Smart Meters as Transformational Media 1.  Technology and new media

2.  Potential opportunities

3.  Psychological approach


Smart Meters as Transformational Media

1.  Technology and new media 2.  Potential opportunities



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)


Smart Grid


  US: $4.5 billion in Recovery and Reinvestment Act   European Union: goal of 80% coverage by 2020   Canada: mandates for 100% coverage

Smart Meters


  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

Smart Meters as Transformational Media

1.  Technology and new media 2.  Potential opportunities




2.  Potential opportunities 3.  Psychological approach


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


(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)


(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


2.  Potential opportunities 3.  Psychological approach


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

Our Approach 1.  Technology and new media




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


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


The Role of Trust


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


•  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)

•  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


Theoretically derived strategies


•  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.

Smart Meter Communication Framework

(during the decision-making process)

(implementation / installation)

(continued involvement)

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: [email protected]

“The public is the only critic whose opinion is worth anything at all.” - Mark Twain

Acknowledgements

Research Assistants: Nicklas Svenson Cassandra Squiers