An anthropomorphic approach to presenting information on demand response reflecting household's environmental moral

A demand response method is expected to reduce carbon dioxide emissions and make stable power supply. A demand control depends on electric power suppliers' intention in many cases and therefore users are forced to be inconvenient in their way of life. We now need to develop an innovative method which encourages users to participate in a demand response and electric power saving action without their patience. Usually, the electric power saving behaviors are motivated by pecuniary incentives or environmental concern such as carbon dioxide emissions reduction and power failure probability. On such background, this paper evaluates the effectiveness of the attempt to encourage people's engagement in electric power saving action with the method of presenting information such as numeral, visualized, and anthropomorphized information regarding pecuniary incentives and environmental concern. The result shows that the method of presenting anthropomorphized information strongly induced users' electric power saving behaviors than other methods.