Context Affects Opinion About Novel Energy Sources

Opinions people have about innovations are influenced by the context in which they form their opinion. For example, opinions about a novel energy source like biomass are influenced by thoughts regarding other energy sources. The less knowledge, interest or time people have, the stronger this effect. Sustainable energy options must therefore be promoted in the right context says Dutch researcher Wouter van den Hoogen.

People frequently form opinions about new technologies, such as novel energy options, despite having a very limited knowledge of the subject concerned. The subject is often complex and people are either not particularly interested or have limited time. Wouter van den Hoogen’s research indicates that the opinions people form about various energy sources are related to each other.

The researcher argues that an integrated communication strategy should be used for the acceptance of each type of sustainable energy source introduced to the Dutch market. Promoting one specific energy source can adversely affect the acceptance of other new energy sources.

Science Daily