Google's Project Sunroof will now guilt you into installing solar panels

Seeing your neighbors with solar panels could make you much more likely to adopt them yourself. A study published by Yale economics professor Kenneth Gillingham found that people are much more likely to install solar panels if their neighbors had taken the plunge — which means that we're all just trying to keep up with those green Joneses next door.   

"It happens at the street level, it happens within zip codes, it happens within states," Gillingham told The Atlantic in an interview about Data Explorer. "It seems to be a common feature of human decision-making that crosses many boundaries.”

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