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KEY FINDINGS

RECOGNITION

In 2009, 77 percent of households recognized the ENERGY STAR label when shown the label (i.e., aided recognition). Sixty-four percent of households recalled seeing or hearing of the ENERGY STAR label without first being shown the label (i.e., unaided recognition).

For purposes of this analysis, respondents were said to recognize the ENERGY STAR label if they had seen or heard of the label before the survey. Recognition of the label was explored in two ways. Unaided recognition was measured by asking if the respondent had seen or heard of the ENERGY STAR label without showing the label. Delivery of the survey by Internet/WebTV made it possible to measure unaided recognition. Aided recognition was measured by showing respondents the ENERGY STAR label and then asking if they had seen or heard of the label. Both methods are useful measurements of label recognition, although unaided recognition is the more conservative of the two.

Recognition results for both the 2009 and 2008 surveys are summarized in the following table. The 2009 and 2008 aided and unaided recognition of the ENERGY STAR label results are not statistically different at the 10-percent level of significance. However, the increases in aided and in unaided recognition over a two- year period, 2007 to 2009, are statistically significant at the 10-percent level. Aided and unaided recognition in 2007 were 74 percent and 58 percent, respectively.

Recognition of the ENERGY STAR Label [Base = All respondents]

Aided (n=1,034)

Unaided (n=917)

Aided (n=1,805)

Unaided (n=1,630)

77% 2.0%

64% 2.4%

76% 1.7%

62% 2.0%

Recognize ENERGY STAR Label

Yes Standard error

2009

2008

Note: The unaided recognition results for both years were based on the question ES1: “Have you ever seen or heard of the ENERGY STAR label?” The aided recognition results were based on five questions. (1) ES3A and (2) ES3B were asked if ES1 = “yes.” ES3A: “Is this the label you have seen or heard of before?”—whether the old or new label was shown was randomly determined. ES3B: “Have you seen or heard of this version of the ENERGY STAR label?” — where the label shown was the one not shown previously. (3) ES3C and (4) ES3D were asked if ES1 = “no.” ES3C: “Please look at the ENERGY STAR label on the left. Have you ever seen or heard of this label?”—whether the old or new label was shown was randomly determined. ES3D: “Have you seen or heard of this version of the ENERGY STAR label?”—where the label shown was the one not shown previously. (5) ES6 was asked if either ES1 = “no” or both ES3A and ES3B = “no.” ES6: “Now that you have had the opportunity to see the ENERGY STAR label, do you recall seeing or hearing anything about it before this survey?”— where both the old and new labels were shown.

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