Lights Out!

Electricity Consumption
in the Kimm House

The Innovation

Reasons for Kimm House Residents to Conserve Electricity

Strategies for Change Based on Assumptions About the Adopter

(Guba and Horvat, 1977)

The Value Strategy

The Rational Strategy

The Didactic Strategy

The Economic Strategy

The Survey

Kimm House Demographics

Class status of Kimm House Residents

Academic Majors

Do you consider yourself to be an environmentally conscious person?

Communication Channels

Communication Network Information

Whose advice would you not take?

The Change Agent

Developing a Need for Change

Establishing an Information Exchange Relationship

Mass Media Communication

Diagnosing Client Problems

Creating an Intent to Change in the Client

Translating Intent Into Action

Stabilizing Adoption and Preventing Discontinuance

Achieving a Terminal Relationship With Clients

Kimm House Power Structure

Opinion Leadership
in the Kimm House

Audience Segmentation

The Homophilous Audience

Help From the W&J Administration

Consequences

Diffusion as a Social Process

Acknowledgements