The Psychology of Residential Energy Efficiency Retrofits Wisdom for

Practitioners

Eric EllisonBrandon Madsen

Dave Muller

We’ve got a problemPartial solution is residential energy efficiency retrofitsOpportunitiesChallenges

What works and doesn’tPractical advice

Tidy summary of recommendations

Where we’re going

Planetary crisis

We must do all we can

I=PAT

Impact = Population x Affluence x Technology

Demand side: energy efficiency in residential buildings

Taking Sides

Opportunity

Large stock of inefficient homes

“Rebound effect”

Technological progress that increases the efficiency with which a resource is used tends to increase (rather than decrease) the rate of consumption ofthat resource.

-Blake Alcott, in Ecological Economics

Jevons’ Paradox

Beer me.

Jevons’ Paradox: Limits

Limited to energy-intensive activities

Technology and economics are in place, but behavior isn’t.

What’s the hold-up?

So what’s up?

People pass up incentives.

Problem: Charlotte, N.C.

Problem: Hunter Lovins

Even experts fail to act swiftly.

Problem: GESI

People think short-term.

So where’s the wisdom?

Cialdini on Persuasion

1 Reciprocity2 Commitment and consistency3 Social proof4 Authority5 Liking6 Scarcity

Pink on Drive

1 Mastery2 Autonomy3 Purpose

Gardner on Changing Minds7 levers in fundamental changes of mind (“The 7 REs”)

1 Reason2 Research3 Resonance4 Representational Redescriptions

5 Resources & Rewards6 Real World Events7 Resistances

Gardner on Changing Minds

“The trick in [mind changing] is to accept the changes that will happen anyway, acknowledge that certain other changes may be impossible, and concentrate one’s efforts on those changes of mind that are important, won’t occur naturally, but can be achieved with sufficient effort and motivation.”

Sound familiar?

Libertarian Paternalists

Libertarian Paternalism Haiku

No one’s rationalEnsure a better outcomeWith better options

Sunstein & Thaler

Our synthesisTakeaways

Make it effortless.

Make it cheap.

Make it meaningful.

Make it desirable.