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Volume 8 Issue 8, August 2023

Behaviourally informed peer referral for solar adoption

Subsidized energy assistance programs are typically undersubscribed, so enhancing the peer referral process is of growing importance. Wolske et al. find that simplifying the referral process and appealing to reciprocity could increase solar contracts among qualifying low-income households in California.

See Wolske et al.

Image: Kimberly S. Wolske, University of Chicago. Cover Design: Thomas Phillips.

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Policy Brief

  • Low-income solar adopters are more likely to refer others to a fully subsidized solar programme when referral rewards are combined with an appeal to reciprocity and a simplified referral process, leading to five times as many solar contracts as when referral rewards are used alone. The findings highlight behavioural science strategies that administrators of low-income energy assistance programmes can use to cost-effectively accelerate programme uptake.

    • Kimberly S. Wolske
    • Annika Todd-Blick
    • Emma Tome
    Policy Brief
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