"It isn't financial incentives. It isn't more information. It's guilt....Studies dating back at least three decades clearly show the power of social norms. We tend to ascribe our actions to more high-minded motives, or to practical concerns about money. But at its core, our behavior often boils down to that old mantra: Monkey see, monkey do. Researchers are now learning how to harness that instinct to nudge us to go green."
So how can we in the home performance industry use peer pressure to motivate our next customer?
Will developments like the Home Energy Scorecard being introduced by Vice President Biden today, which allow homeowners to see how they compare to their neighbors, help or hinder?