I have conducted evalautions of energy efficiency and renewable energy programs since 1982. I read your article in American Psychologist this last month. Would love to talk with you about your ideas some time. Not that that is likely, as I don't go to psychology conferences. Anyway, I found you thorugh a search on social marketing, which is what I think energy efficiency work should be considered. However, most of the EE work has tended to be more widget focused, current efforts to do what is being called market transformation is much more on the social marketing realm. There is quite a burgeoning area of research in this area, you might find interesting.