How to Change Consumer Behavior to Accelerate EV Adoption
An Interview with Professor Joseph K. Goodman
Professor Goodman is Associate Professor of Marketing at The Ohio State University’s Fisher College of Business. His research focuses on consumer decision making, consumer happiness and well-being with material and experiential purchases. In this interview, he discusses the importance and dynamics of focusing on the consumer to accelerate Electric Vehicle adoption.
Why is it important to focus on the consumer and behavior change when it comes to Electric Vehicle adoption?
Consumer product adoption is consumer behavior 101. Saying that, though, it’s not simple and there are a lot of factors that influence consumer behavior. We are asking consumers to try a new technology that they are not familiar with. The average consumer knows how to drive a gas car, how to get gas, how to change the oil, what to do when the battery dies, etc. But they know little about an electric car (unless they are highly involved in the technology and have done their research).
What drives human behavior?
Great question! Is this when I plug our great Consumer Behavior and Consumer Psychology courses at…
