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TENNESSEE The average Tennessee household uses 41 percent more electricity than the typical American household, but Joe Hoagland is determined to lessen that disparity. As senior vice president of energy conservation for the Tennessee Valley Authority, Dr. Hoagland heads a $99 million program this year to help convince Tennessee Valley power users to buy less of what TVA sells. With today's increase in power rates of 2 percent, his job has gotten a little easier.