Three, seven-point Likert-type statements measure a consumer's attitude toward an activity designed to save energy. As used by Osterhus (1997), the focal activity was a program offered by electrical utility company whereby monetary incentives (credits) were offered to consumers for their willingness to reduce their air conditioner usage during times of peak electrical demand.
Four seven-point Likert-type statements are used to measure the extent to which a consumer is concerned about air pollution, with an emphasis on the role played by electrical power plants.
