Emotional appeals for efficiency investments
Emotional appeals can be positive or negative:
- Negative arguments include potential future costs and problems if investments aren’t made, or the climate change impacts, or impacts on energy security of wasteful homes and organisations.
- Positive arguments include improving the comfort of your living/working conditions, saving money, enhancing the value of your property, becoming more competent, pride in taking care of your property, or the interest and ‘fun’ of using new technologies.
- in the residential sector, where people are concerned about comfort and the well-being of the family
- for the fuel-rich, who are not constrained by lack of capital
- when combined with other measures, such as financial measures to reduce or remove upfront costs
►You need to be familiar with people's concerns and motivations to develop good emotional appeals.
► While it may be good advice to avoid negative appeals, sometimes the risks of not investing (in e.g. renovations) need to be made clear.
► Advertising often draws on emotions. Some advertising claims for energy efficienct products are not well substantiated. You don’t want your project to be confused with this type of message, so keep your message honest.
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