The Secret to
How do you convince people to lower their energy consumption? Here’s a hint: it’s not by appealing to their self-interest.
Behavioral economists have found that giving people precise estimates of how much money they’ll save has absolutely no impact. Far more effective is showing them how their energy usage compares to their neighbors.
Why does this work? Because no matter how independent we like to think of ourselves, we’re wired to fit in.
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