COGNITIVE BARRIERS TO CIRCULAR ECONOMICS
A circular economy is one that eliminates waste and reduces the continuous extraction of natural resources. Such circularity is critical for shifting the economy towards a more sustainable commercial culture. The success of this transition will require consumers to modify their attitudes, behaviors and habits. This project is documenting cognitive limitations and biases that can interfere with such change, and identifying approaches to reduce the impacts of those barriers.
IMPLICIT ATTITUDES TO RENEWABLE ENERGY
Most market research that seeks to understand how consumers think and feel about energy efficiency and the transition to renewable energy sources has been based on conventional explicit attitudinal surveys. In this project we are utilizing indirect reaction time measures made during priming tasks to understand the implicit attitudes and emotional responses of consumers towards these topics.
PREDICTING EV AND SOLAR ARRAY ADOPTION
Past research has identified a variety of demographic, psychographic, geospatial, and other variables that are correlated with household adoption of electric vehicles and/or rooftop solar. This project is combining household level data with predictive analytic models to better target residents at increased likelihood of adopting these technologies in the near term, and to infer the types of marketing communications most likely to appeal to them.
ADAPTING TO ENVIRONMENTAL STRESSORS
Extreme weather, heat and drought, wildfires, pollution, sea level rise, and many other factors can impose extreme stress on individuals and communities, and can force people to make major changes in where and how they live. This work stream evaluates and documents the emotional responses, behavioral adaptations, and forward-looking predictions of people directly impacted by climate change. Findings from this work help to identify unmet needs, anticipate future trends, and characterize emerging opportunities.