Tyrannies of thrift: Governmentality and older, low-income people’s energy efficiency narratives in the Illawarra, Australia

How Does Serious M‐Game Technology Encourage Low‐Income Households To Perform Socially Responsible Behaviors?

“…This research sheds new light on how social marketing can use serious games to assist this market segment. In doing so, this starts to address recent calls for marketing research to investigate how vulnerable or at risk consumer groups such as low‐income earners can be supported, particularly in the context of household energy‐efficient behaviors (Butler et al., ; Waitt et al., ).…”

“…One area which is attracting the interest of social marketers and other disciplines who investigate low‐income earners is energy‐efficient behaviors (Butler et al., ; Waitt Roggeveen, Gordon, Butler, & Cooper, ). Low‐income consumers often face issues with managing energy costs and living (Butler et al., ).…”

“…Low‐income consumers have previously been neglected in the marketing literature as they may be perceived as less profitable and thus unworthy of scholarly investigation (Hamilton & Catterall, ). However, one area that is gaining social marketing interest in a low‐income household context is energy consumption as there is growing societal concern over the rises in energy costs (Waiit, Roggeveen Gordon, Butler & Cooper, ; Sweeney, Webb, Mazzarol, & Soutar, ), which have a disproportionate impact on low‐income households who have limited disposable incomes (Butler, Gordon, Roggevee, Waitt, & Cooper, ). Research has provided evidence that energy saving behavior can be encouraged by marketing and serious games (Sweeney et al., ; Geelen, Keyson, Boess, & Brezet, ); however, there is little, if, any research on how serious games can encourage low‐income households to be energy efficient.…”

Space of energy well‐being: Social housing tenants’ everyday experiences of fuel poverty

“…The work of Day and Hitchings () and Waitt et al. () challenges the taken‐for‐granted stereotyped portrayal of the elderly “energy poor” as either lacking knowledge or “inefficient” in their use of scarce finances and energy. This triumvirate understanding of energy justice acknowledges social diversity, while supporting an understanding of fuel poverty as the social responsibility of the public, the government and the private sector.…”

Social marketing: the state of play and brokering the way forward

“…There has been an expansion of theoretical approaches in the field that have moved beyond the dominant individual psychology of behaviour and economic rationality perspectives (Rundle-Thiele, 2013) to embrace cultural theory Waitt, Roggeveen, Gordon, Butler, & Cooper, 2016), critical perspectives (Gordon, 2011;Hastings & Saren, 2003a) and systems-level theory ideas (Kennedy & Parsons, 2012). Recent years have witnessed the introduction of newer and more innovative research methodologies, such as ethnography , video ethnography and visual methods (Karippanon & Narayan, 2015), social media content analysis using tools such as Leximancer (Previte & Gurrieri, 2015) and cognitive neuroscience (Gordon & Ciorciari, 2016).…”