Market Diffusion and the Effect of Demonstrations: A Study of the Denver Metro Passive Solar Home Program

摘要

This report discusses the reactions to and effects of the Denver Metro Passive Solar Home demonstration program, conducted in the spring of 1981. The purpose of the program was to provide impetus to builders for incorporating passive solar designs in spec-built homes and to demonstrate those designs to prospective buyers to increase buyer-receptivity. A pre-post exposure analysis of the effect of the program is reported on here, with four separate groups of prospective new home buyers studied. The first group heard publicity about and voluntarily visited a demonstration home. The second group saw the home, but was recruited to come to the site. The third group, also in Denver, did not see the site, but answered the same set of questions after receiving a description of and pictures of passive solar homes. The fourth group was a control group, similar to the third, but located in Kansas City. A total of 245 individuals participated.