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Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.

Becki Hafner, David Elmes, Daniel Read

Journal of Experimental Psychology: Applied, Volume: 26, Issue: 2, Pages: 300 - 311

Swansea University Author: Becki Hafner

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DOI (Published version): 10.1037/xap0000253

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...

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Published in: Journal of Experimental Psychology: Applied
ISSN: 1076-898X 1939-2192
Published: American Psychological Association (APA) 2020
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa66431
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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.
Keywords: alignability effects, decision-making, energy demand reduction, energy-efficient technologies, consumer behavior
College: Faculty of Medicine, Health and Life Sciences
Funders: This research was conducted by i-STUTE (the Interdisciplinary Centre for Storage, Transformation, and Upgrade of Thermal Energy) one of six End Use Energy Demand (EUED) centers funded by the United Kingdom Research Councils’ Energy Programme (RCUK), EPRSC Grant EP/ K011847/1. We also acknowledge the financial assistance of the Network for Behavioural Science (NIBS), ES/P008976/1.
Issue: 2
Start Page: 300
End Page: 311

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