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FNR 37500 Human Dimensions of Natural Resource Management Think-and-write Assignment 2 30 points; due February 1 (Thursday) 11:59 pm Eastern Time via Brightspace The purpose of this assignment is to help you think more about social norms and how they affect people’s day-to-day and longer-term decisions regarding environmental conservation and natural resource management. Attached is my home energy report from Duke Energy that shows my household’s annual energy use from January 2022 to January 2023. Please examine this report carefully and answer the following questions. Your answer should reference what we discussed in class in terms of social norms and the required readings for January 25. 1. We talked about two types of social norms in class (descriptive and injunctive). Which type of social norms was used to craft the information/graphs in this home energy report? Which type of social norms was missing or not clearly represented in this home energy report? Please identify and define each type of social norms in the context of this home energy report. (5 points for each type) Descriptive norms were used to craft the information in this energy report, as the specific values were based on determined statistics and standards. Injunctive norms are less depicted through this report, as the information is primarily based on said standards. Although, injunctive norms can be examined in this context through the approach on projected water heating costs. This information explains the suggested proper behavior (injunctive norm), while the primary data focuses on determined values and standards (descriptive norms). The comparisons of community values also aid in the representation of social norms, and it gives specific set values that are considered typical within this context (descriptive), and the value for efficient homes gives a value for what can be considered a proper standard (injunctive). 2. On the top right of this report there is a small horizontal bar graph, while at the bottom there is a line graph. Both are showing my household’s annual energy use in comparison with other types of homes. To activate social norms in a giving context, we need to have some kind of perceived standard of practices that is recognized by a group of people who share some form of identities or at least perceive they do (i.e., a reference group). Thinking about the specific type of social norms that was used to craft these two graphs, please identify what information is missing and explain why it is important to include the missing information so that the two graphs could help more effectively activate the social norms used to craft these graphs. (5 points) To be more inclusive of social norms in this context, the addition of a perceived standard like ideal community projected averages or ideal values from relevant, well-supported organizations, would give a more distinct standard for the information. The addition of such information can also be more persuasive and appeal to the dominance aspect of social norms. 3. Similar home energy reports are sent to all households that are customers of Duke Energy. How effective or ineffective do you think this home energy report is for changing a household’s energy consumption-related behaviors? Please briefly explain. (5 points)

I think the given information and comparative data is a useful tool of persuasion, yet could have been more effective if it were to further implement the social norms being discussed, or set sanctions. These norms are helpful in better relating information to a given audience, and therefore allow for better chances of the information resonating with them in support of their goal (Specific examples below), and while they can be seen through the comparisons with community averages, additional data and influencing factors can only benefit. 4. If you were to be hired as a human dimensions expert in Duke Energy’s Energy Education unit, what suggestions would you have for changing this home energy report to make it more effective at changing household energy consumption? Please identify and describe two different strategies (5 points for each strategy) The report can first benefit from better implementation of social norms, specifically, as briefly mentioned above, a more specific set average or value collected from the community/influential groups to persuade others to follow an ideal collective standard. The addition of a value of energy use in an efficient home was a good persuasive tactic that can appeal to society’s ethics/values. Implementing more factors such as these, collected from the community or other influential and relevant groups, would give more beneficial support for their goal. Additionally, I would suggest a form of sanction to help ensure compliance with their goals. A sanction would act like a regulation on energy use, and can similarly influence the target audience through appealing to their sense of personal values/ethics/shame, as well as more tangible factors like finances/other resources.

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