Participants were employees of a technology company in Silicon
Valley and voluntarily participated in the experiment. They all paid
for their own electricity bill. More than 50% of the participants
reported income levels higher than $150,000. However, it is worth
mentioning that the mix of households in our study (i.e., welleducated,
upper and middle class families who are also early
adopters of new technologies such as home energy monitoring
systems) is also more likely to respond to energy efficiency programs
by investing in energy-efficient products [34]. Hence, the
results of our analysis can be particularly helpful to energy efficiency
program managers and policy makers to develop programs
specifically targeted towards the households represented by our
sample.