Diffusion of Alternative Energy Products: Reasoned action, cognitive dissonance, social proof, and reciprocity

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Abstract

Many are aware that the impact of global warming may be disastrous yet marketing of alternative energy products has not been fully successful. This essay proposes that diffusion of innovation, reasoned action, and cognitive dissonance theories, along with social proof and reciprocity may offer perspectives on the distribution of messages that will persuade consumer beliefs, attitudes, and actions toward utilization of renewable energy innovations including wind and solar power, hybrid vehicles, and recycling.

Author

• Anne Grace Lilly, San Diego State University