People are more likely to install a solar panel on their
home if their neighbors have one, according to a Yale and New York University
study in the journal Marketing Science.
The researchers studied clusters of solar installations
throughout California from January 2001 to December 2011 and found that
residents of a particular zip code are more likely to install solar panels if
they already exist in that zip code and on their street.
journal reference (abstract free): Marketing Science>>