Virginia Polytechnic Institute and State University.
J Appl Behav Anal. 1985 Spring;18(1):33-44. doi: 10.1901/jaba.1985.18-33.
A combination of social marketing, communications, social learning (particularly modeling), and behavior analysis may provide an effective framework for behavior change via films and television. We used this approach in developing special television programs about residential energy conservation. The programs were tailored and directed to preselected middle-class homeowners (N = 150), and delivered over a public access channel of a cable TV system. The results indicated that after one program exposure (about 20 minutes), viewers adopted simple strategies modeled in the programs which led to savings of approximately 10% on their home energy use for a substantial part of the cooling and heating season. Although the potential benefits to costs of large-scale media efforts seemed great, institutional barriers for such programs were identified. Less expensive, more local programs seem more viable.
通过电影和电视进行行为改变，可以结合社会营销、传播、社会学习（特别是示范）和行为分析，提供一个有效的框架。我们在制作关于住宅节能的特别电视节目时，采用了这种方法。这些节目是为预先选定的中产阶级房主（N=150）量身定制和指导的，并通过有线电视系统的公共接入频道播出。结果表明，在观看一个节目（约 20 分钟）后，观众采用了节目中示范的简单策略，这导致他们在大部分冷却和供暖季节中，家庭能源使用量节省了约 10%。尽管大规模媒体努力的潜在收益似乎很大，但这类节目存在体制障碍。成本较低、更本地化的节目似乎更可行。
