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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
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URI: https://cronfa.swan.ac.uk/Record/cronfa66431
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last_indexed 2024-05-20T14:33:30Z
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spelling v2 66431 2024-05-15 Exploring the role of alignability effects in promoting uptake of energy-efficient technologies. a21042aec21e3f06d929a6a3a55f3cc0 Becki Hafner Becki Hafner true false 2024-05-15 PSYS 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. Journal Article Journal of Experimental Psychology: Applied 26 2 300 311 American Psychological Association (APA) 1076-898X 1939-2192 alignability effects, decision-making, energy demand reduction, energy-efficient technologies, consumer behavior 1 6 2020 2020-06-01 10.1037/xap0000253 COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University Another institution paid the OA fee 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. 2024-06-12T16:53:39.6025314 2024-05-15T09:20:52.4650297 Faculty of Medicine, Health and Life Sciences School of Psychology Becki Hafner 1 David Elmes 2 Daniel Read 3 66431__30621__e4eb1eca79f2492189d1da52dfdb953f.pdf 66431.VoR.pdf 2024-06-12T16:52:35.1190945 Output 671846 application/pdf Version of Record true This article has been published under the terms of the Creative Commons Attribution License. true eng http://creativecommons.org/licenses/by/3.0/
title Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
spellingShingle Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
Becki Hafner
title_short Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
title_full Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
title_fullStr Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
title_full_unstemmed Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
title_sort Exploring the role of alignability effects in promoting uptake of energy-efficient technologies.
author_id_str_mv a21042aec21e3f06d929a6a3a55f3cc0
author_id_fullname_str_mv a21042aec21e3f06d929a6a3a55f3cc0_***_Becki Hafner
author Becki Hafner
author2 Becki Hafner
David Elmes
Daniel Read
format Journal article
container_title Journal of Experimental Psychology: Applied
container_volume 26
container_issue 2
container_start_page 300
publishDate 2020
institution Swansea University
issn 1076-898X
1939-2192
doi_str_mv 10.1037/xap0000253
publisher American Psychological Association (APA)
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
active_str 0
description 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.
published_date 2020-06-01T16:53:37Z
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score 11.012678

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