Ivo Vlaev, Professor of Behavioural Science, Warwick Business School, University of Warwick, said: “The ‘visit a heat pump’ scheme by Nesta could be a textbook example of how behavioural economics can be applied to encourage environmentally friendly choices. From this perspective, one key element at play is the 'endowment effect,' where people value things more highly when they have direct experience with them. Allowing individuals to see and understand how heat pumps work in a real-life setting can help overcome the inertia of sticking with familiar technologies like gas boilers.

“Another concept here is 'social proof,' which suggests that people tend to follow the behaviours of others. By seeing that their peers have adopted this technology, homeowners may feel more confident in doing the same. The scheme also cleverly leverages 'curiosity' – by offering a chance to visit a heat pump in person, it turns the decision-making process into an experience, rather than a purely economic calculation.

“The reported satisfaction rates among heat pump users address the 'status quo bias,' where people are generally more likely to stick with what they know. By communicating that a significant majority are satisfied after making the switch, the charity is helping to normalize the technology.

“Overall, initiatives like this can harness behavioural insights to nudge individuals towards more sustainable choices by reducing uncertainty and providing firsthand experience, which are powerful motivators for change.”