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Marketing and Promoting Electrification Using Behavioral Science

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A new nationwide survey of nearly 2,000 homeowners and renters found that among those interested in transitioning their homes from fossil fuels to efficient electric systems, the most common reasons were the environment, health and safety, and energy efficiency. Perceptions of the expensiveness of switching to electricity and specific preferences about cooking with gas dominate the barriers to electrification. And customers with specific beliefs and experiences are most likely to switch. Putting these findings into practice is the real challenge.