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Inhibit Adoption Case Study

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Another factor that may inhibit adoption is the receiver’s perceived credibility of and trust in the information provider. Energy users cannot always easily gain accurate information about the ultimate comparative cost of different investment options; they will rely on the most credible available information. The following example from the household sector may illustrate this. Pamphlets describing how to save energy in home air conditioning systems were sent out to 1,000 households in New York. Fifty percent of the households received the information in a mailing from the local electricity utility, and the other half received it from the state regulatory agency for utilities. The following month, households that had received the pamphlet from

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