Profile: Research Profile - Loren Lutzenhiser

Before the survey, commissioned by the California Energy Commission, "It was assumed," says Lutzenhiser, "that people would tar and feather you" if you suggested they do without modern conveniences such as air conditioning. "That was the received wisdom, but that's not what happened."

Convinced to conserve

A FUNNY THING happened duringthe 2001 energy crisis in California. As summer temperatures soared,people turned off their air conditioners—without being asked.

Whensurveyed about the reason, residents said it wasn't to save money. Infact, prices hadn't started to rise at that point. Rather, byvoluntarily curbing their energy consumption, Californians said theyfelt like they were doing something to help their home state avert anenergy crisis. And that made them feel good. Although he's studiedconsumer behavior for years, surveyor Loren Lutzenhiser (picturedabove), professor of urban studies and planning, was surprised.

Before the survey, commissioned by the California Energy Commission, "It wasassumed," says Lutzenhiser, "that people would tar and feather you" ifyou suggested they do without modern conveniences such as airconditioning. "That was the received wisdom, but that's not whathappened."

Under the auspices of the Northwest EnergyEfficiency Alliance, Lutzenhiser has also studied such questions aswho's in charge of creating a greener Portland skyline—finding thatit's not just architects, but also developers and bankers. And he'slooked at how the city of Portland and other Oregon governments decidewhether to buy green—finding that it's not just purchasing managers,but a wide range of employees that decides what technology to buy andhow to use it. In the future, Lutzenhiser hopes to shed light on howdecisions are made by consumers and manufacturers.

Thereare two broad categories ripe for investigation, he says. First, thetypes of technology that are brought to market. After all, consumerscan buy only from the list of choices they have. The second category iswhy consumers make the choices they do.

Bottom line, saysLutzenhiser, is understanding what motivates people to buy, not buy,conserve energy or not. This will be crucial as the world grapples withglobal warming.

[caption] What makes one family use more orless energy than its neighbor? Loren Lutzenhiser, professor of urbanstudies and planning, is interested in the answer.