Standards, it is possible to judge how well different air conditioning models of the same cooling capacity perform. The EER is determined by dividing the Btu's-per-hour rating of a room air conditioner by the watts (power) it uses. Air conditioners with high EER ratings are relatively more efficient than those with low EER's. For a given cooling capacity, the more efficient models are less costly to operate.

The EER labeling program is presently voluntary and not widely publicized. Would people take this information into account if it were made available to them in an understandable way? Respondents in the WCMS 1973 Lifestyles and Energy Surveys were asked this question:

This exhibit shows costs for two different models of air conditioners. They look the same and work the same, but B costs $50 more to buy and $20 less per year to operate. Suppose you decided to buy an air conditioner and had to choose from these, which one would you buy?

About 85 percent of the respondents said they would be willing to pay $50 more to have the reduced operating costs and consequent energy savings. Most families purchase their air conditioning; only one-fourth of those with it say it came with their home (Table 3-30).

Knowledge about energy use might also affect consumer choice in television purchase. The quick warmup color television set is really "on" all the time, continuously using a small amount of current, which adds an extra 330 kilowatt hours per set annually. A similar black and white set uses an extra 200 kilowatt hours annually.

Fluorescent lights are about four times more efficient than incandescent lights and thus their use can save energy. Fluorescent lights last seven to ten times longer than incandescent lights, so they also save on replacement