Rational appeals for efficiency investments
Rational appeals should be presented in a way that is relevant for your target group. Their rationality is not necessarily the same as yours. Many households and businesses require short payback periods (e.g., 3-5 years) for energy efficiency investments and rarely calculate the long-term value of investments (e.g. internal rate of return, net present value).
The investments that you are promoting may be economical in the long term, but people may be concerned about initial costs. They may not have any savings and may be unwilling to incur debt. They may be concerned about the risks of new solutions, while disregarding the risks of the old ones.
- the investment is big enough (or several smaller bunched together) to avoid too high relative transaction costs
- the target group has the money to invest and can tolerate even a 3-5 year's payback period
- some immediate benefits can be shown
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