How do we persuade homeowners to make climate upgrades to their homes such as electrifying, installing solar, or improving energy efficiency? Do we persuade them using environmental facts and energy data, or is a social mechanism more effective, like sparking a conversation with a neighbor or friend?  Our guest today is Brian Southwell. Brian is the Adjunct Professor at Duke University’s School of Medicine, the director of the Science in the Public Sphere Program at a large non-profit research institute called RTI, and he also is and hosts The Measure of Everyday Life radio show. His research paper we are diving into today is titled “Weatherization behavior and social context: The influences of factual knowledge and social interaction” and it tests which works better to get people to take action on their homes - facts or conversations?"  When big climate, decarbonization, and electrification programs are rolled out by utilities, local governments, and NGOs across thousands or millions of homes, when these organizations often spend millions of dollars trying to get traction in communities, the nuance of what works to drive action really matters.  * * * Sign up for my new monthly Masterclass, Gamify the Planet, on Patreon: https://www.patreon.com/katiepatrick What we'll be learning: http://katiepatrick.com/gamifytheplanet * * *  How to Save the World is a Podcast About the Psychology of What Gets People To Take On Sustainable Behavior and Climate Action: Environmental engineer, designer, and author, Katie Patrick, hunts down the latest behavioral science literature from top universities such as Harvard, MIT, and Stanford to unearth the evidence-based techniques you can use to get more people to adopt your environmental campaign, program, or product. Sign up for Katie's free behavior and gamification design course at http://katiepatrick.com  Get a copy of How to Save the World on Amazon  This podcast is supported by our friends at Earth Hacks who run environmental hackathons, Conservation X Labs who promote community-driven open tech development for conservation, and Climate Designers - a network of designers who use their creative skills for climate action.  Follow on Twitter @katiepatrick, Instagram @katiepatrickhello, and LinkedIn  Book a 90-minute Idea Storming Call with Katie: https://calendly.com/katiepatrick/idea-storm