A field experiment explored the effect of feedback and goal-setting interventions on residential electricity use in households in Northern Ireland. Alternating orders of presentation of feedback and no feedback conditions were used to explore the longer-term effect of feedback on conservation performance. Group 1 received 5 months of feedback followed by 5 months of no feedback, Group 2 underwent 5 months of no feedback followed by 5 months of feedback, and Group 3 experienced alternating 2-month periods of feedback and no feedback over 10 months, using a reversal design. Group 1 saved a mean 9.54% of electricity during the feedback condition, but Group 2 increased their use by a mean 14.24%. Group 3 showed a pattern of cumulative reductions over successive feedback periods, with a mean reduction in electricity use of 33%. Participants in Group 3 did not show a return to baseline levels of electricity use during the no feedback condition. The importance of exploring different reactions to feedback is discussed. KEYWORDS: environmental action, feedback, goal-setting, energy use There is an urgent need for applied behavior analytic research on energy conservation to be conducted in the field for the following reasons. Firstly, there is no obvious link between the attitudinal research that is extensively conducted and the production of technologies for real behavior change. Secondly, behavior analytic research is underrepresented in the emerging field of Ecopsychology. Lastly, there is sufficient evidence of the effectiveness of behavior change techniques in controlled circumstances, but solutions proposed by behaviorists interested in social change are irrelevant if they cannot be tried and tested in the real world.