A Light Bulb Goes On: Values, Attitudes, Social Norms, and Personal Energy Consumption

When do people take political action? What roles do values, elite rhetoric, and social norms play in motivating action? These questions are of obvious importance for those interested in political behavior; however, little work – other than research on participation – explores the impact of these various factors. This study offers a framework that generates hypotheses about the role of values, rhetoric, and norms in shaping political behavior. Predictions are tested in an experiment that focuses on a particularly important behavior – actions regarding the consumption of energy. I find that social norms play a key role in shaping individuals’ attitudes about energy consumption, behavioral intentions to conserve energy, and actual behavior on a purchasing decision. Values, beliefs, and rhetoric also shape actions; however, social norms consistently exert the strongest impact. This accentuates the importance of incorporating social forces, in addition to psychological determinants, in the study of political behaviors. Additionally, the findings offer insight into ways to promote energy conservation.