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A Dynamical Model of Decision-Making Behavior in a Network of Consumers with Applications to Energy Choices

One of the keys to reducing energy demand is encouraging behavioural change by consumers. In a highly novel application of control theory, this paper (from EPSRC project EP/G059780/1, in partnership with Leeds City Council) models how informal social networks shape consumer views on their energy use. This work provides the basis of future tools that can be used to predict the likely outcomes from campaigns to promote energy behavioural change. This will enable national and local government and energy utilities to optimise their strategy for such campaigns, so as to work with, rather than against consumers' social networks.