Abstract
The current research applies decision-making theory to the problem of increasing uptake of energy-efficient technologies, where uptake is currently slower than one might predict following rational choice models. We explore the role of alignability effects on consumers’ preference for standard versus energy-efficient technologies. Previous research has found that attentional weight given to alignable or nonalignable features varies depending on the decision context, including between-alternative heterogeneity. In a hypothetical choice task, subjects were presented with a choice between similar (boiler vs. boiler) versus dissimilar (boiler vs. heat pump) home heating technologies, each described by a list of alignable and nonalignable attributes. We found a preference for alignability when options were similar; an effect mediated by an increased tendency to infer missing information is the same. No effects of alignability on preference were found when options differed. We draw theoretical and applied implications for (a) the role of alignability effects in contributing to the energy efficiency gap and (b) the type of information structure best suited for the promotion of energy-efficient technologies in future marketing campaigns.
Highlights
The current research applies decision-making theory to the problem of increasing uptake of energyefficient technologies, where uptake is currently slower than one might predict following rational choice models
We explore the role of alignability effects on consumers’ preference for standard versus energy-efficient technologies
We draw theoretical and applied implications for (a) the role of alignability effects in contributing to the energy efficiency gap and (b) the type of information structure best suited for the promotion of energy-efficient technologies in future marketing campaigns
Summary
The current research applies decision-making theory to the problem of increasing uptake of energyefficient technologies, where uptake is currently slower than one might predict following rational choice models. Research has established that a vast number of psychological barriers, such as normative influence, action inertia, and habit may prevent people from acting in proenvironmental ways (American Psychological Association, 2009; Dolan, Hallsworth, Halpern, King, & Vlaev, 2010; Nolan, Schultz, Cialdini, Goldstein, & Griskevicius, 2008; Pichert & Katsikopoulos, 2008; Schultz, Nolan, Cialdini, Goldstein, & Griskevicius, 2007) This includes the purchase of green, or energy-efficient, products versus standard counterparts (Hafner, Elmes, & Read, 2019; Jager, 2006; Steg & Vlek, 2009), where uptake is typically slower than one might predict following rational choice models (Lindenberg & Steg, 2007); an effect which has been termed the “energy-efficiency gap” (Jaffe & Stavins, 1994). We begin by providing a discussion of research into alignability effects, before moving on to discuss the how this may contribute directly to the continued prevalence of the energy-efficiency gap, and how developed understanding of this influence on consumer decision-making may help promote choice of green versus nongreen technologies
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