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This is Scientific American 60-Second Science. I'm Cynthia Graber.Got a minute?

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It's obvious that, say, turning the lights off saves money.

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But being reminded that using less energy saves money may not be the most effective way to motivate consumer efficiency.

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Instead, citing environmental and health benefits appears to an even bigger influence.

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That's according to a study in the Proceedings of the National Academy of Sciences.

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Air pollution from coal and natural gas plants has a demonstrated impact on childhood asthma and cancer.

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But that point has not been well communicated as part of a conservation effort.

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So the scientists monitored 118 Los Angeles apartments.

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The residents received access to real-time information on household energy consumption, down to the level of individual appliances.

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For slightly more than three months, half the households received weekly updates comparing their energy use to their most energy-efficient neighbors, along with the related cost savings.

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The other group received weekly messages about the emissions and pollution they generated, and the resulting health impacts.

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The cost savings group did not change their behavior significantly.

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But the group that received the health and environmental information reduced consumption by 8 percent compared to the control.

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And in households with children, the effect was even stronger: they reduced their use by a whopping 19 percent.

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Research has shown that behavioral changes alone could lead to a 20 percent reduction in energy consumption, reducing carbon emissions by some 123 million metric tons each year.

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Seems like it could be possible to mount a major conservation effort based on the right regular reminders.

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Thanks for the minute, for Scientific American's 60-Second Science. I'm Cynthia Graber.

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