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A Strategic Simulation Briefing Book - HDF: Housing Development ...

A Strategic Simulation Briefing Book - HDF: Housing Development ...

54 “single action

54 “single action bias” • People who “TAKE THE FIRST STEP” and make small energy efficiency improvements may actually be LESS LIKELY to make further investments, believing they have done enough to address the issue • This “SINGLE ACTION BIAS” is a potential barrier to deep retrofits, particularly for programs that focus first on helping customers take immediate small steps (such as replacing light bulbs) • Behavioral research offers differing perspectives on this point, with other researchers suggesting that big commitments are MORE LIKELY after small commitments Source: Fuller et. al. (2010), “Driving Demand for Home Energy Improvements”

55 Because of these barriers, many consumers do not implement efficiency measures even when the financial payback is very high. • Households report that they would not install efficient lighting if it does not pay back within 2 years, translating to a discount rate of 40% (US DOE Lighting Market Characterization Study) • Air sealing can payback in less than 5 years (sometimes in 1 year), but 54% of households in New England have not installed weatherstripping (2009 DOE RECS data for CT, RI, ME, NH, VT) • Typical ROI on installing a programmable thermostat is over 100% (

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