In this video, I interview Xiaojing April Xu Ph.D. about what it takes to motivate people to do eco-friendly things. It turns out that it’s often not what you think it is. We talk about interesting phenomena like the Value-Action-Gap, The Crowd-Out Effect, and whether financial or environmental information is more motivating to get people to change. Xiaojing April Xu conducts post-doc research in the behavioral science of energy efficiency at The University of Tennessee.

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