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In recent research, we present evidence that behavioural economists have underestimated the role that ideological heterogeneity plays in determining the effectiveness of energy conservation nudges.
We find that the effectiveness of energy conservation nudges depend on an individual’s political views. Although liberals and environmentalists are more energy efficient than conservatives (Costa and Kahn 2010b) – thus making it harder for them to reduce consumption further – we find that liberals and environmentalists are more responsive to these nudges than the average person. In contrast, for certain subsets of Republican registered voters, we find that the specific “treatment nudge” that we evaluate has the unintended consequence of increasing electricity consumption.

"We are on the verge of the perpetual flight," he said.
Jubilant pilot Andre Borschberg told Reuters television: "It was unbelievable, success better than we expected. We almost thought to make it longer, but ... we demonstrated what we wanted to demonstrate so they made me come back, so here I am."
Google Energy, a subsidiary of Google that was created to give the company the ability to buy power on the wholesale market, has just inked a 20-year deal to buy 114 megawatts of power from the NextEra Energy Resources Story County II wind farm in Iowa. This is just one of many approaches that Google takes to try to become a carbon-neutral company. Read on for more details.
"They don't occupy an unassailable niche in the environment," says entomologist Joe Conlon, of the American Mosquito Control Association in Jacksonville, Florida. "If we eradicated them tomorrow, the ecosystems where they are active will hiccup and then get on with life. Something better or worse would take over."
