Norm-following.

What other people seem to do can quietly steer your own choice.

People often drift toward what they think others like them do. Showing a household how its energy use compares with its neighbors can reduce use a little.

Less electricity per home after the bill showed how it compared with similar neighbours, averaged over 17 experiments.

Allcott 2011

Also under Preferences.

Loss aversionA loss can weigh more heavily than an equal gain.Mental accountingMoney gets treated differently when it is put in different mental buckets.Present biasA cost today can crowd out a benefit you know you want later.

Allcott 2011 · Allcott & Rogers 2014 · Allcott 2015 · Schultz, Nolan, Cialdini, Goldstein & Griskevicius 2007