Consumers frequently act contrary to rational economic theory by overvaluing an initially higher purchase price while heavily discounting future energy operating costs. One opportunity to help limit the scale of over-discounting is to fully disclose the energy consumption of a product, e.g., by means of an energy label. However, not only the availability of information, but also the way in which specific information about the energy consumption is framed, is likely to affect how individuals discount future operating costs. A cost accuracy estimation experiment reveals that disclosing annual energy operating costs for the product category of televisions might risk assisting consumers in realising that the possible energy operating cost savings fall below initial estimates. A subsequent choice-based conjoint experiment shows that disclosing annual energy operating costs thus affects consumers by causing them to discount future energy operating costs of a television more heavily than when the information is disclosed in the form of ″watts.″ Owing to the power of the reversed ″pennies-a-day″ effect, disclosing lifetime energy operating cost information, however, proves to be most effective in guiding consumers towards more energy-efficient shopping behaviour. Implications for consumer policy and suggestions for future research are discussed.
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