Although the financial incentives of saving money, closely followed by moral incentives of protecting the environment, are often thought of as being a community's greatest guiding compass, more households responded to the encouragement to save energy when they were told that 77% of their neighbours were using fans instead of air conditioning, proving that communities are more likely to engage in a behaviour if they think that everyone else is already taking part.
Iako finansijski podsticaj štednje novca, odmah zatim i moralni podsticaj zaštite okoline, za koje se često smatra da su najveći kompas jedne zajednice, više domaćinstava je reagovalo na to da štedi energiju kada im je bilo rečeno da 77% njihovih komšija koristi ventilatore umesto klime, dokazujući da će se društva uključiti u takvo ponašanje ako misle da svi već učestvuju.