Our Energy Efficiency Paradox: Psychological Barriers to "No-Brainer" Solutions

Of all environmentally-relevant decisions, the adoption of technological solutions that provide greater energy efficiency would appear to be a "no-brainer," yet these solutions are vastly underutilized. Professor Elke U. Weber will analyze psychological reasons for this paradox that stem from human cognitive and motivational limitations, but also suggest ways in which we can harness these limitations as well as several sources of cognitive abundance to facilitate greater adoption of such win-win solutions.