Psychological Ownership

• When people feel a sense of psychological ownership for something, they are likely to value it higher than what it’s worth: Ikea Effect

• On the other hand, when ideas are “pushed” unto someone, a Not-Invented-Here reaction is likely

• When people feel ownership for something, they care more and are willing to invest more -> If people become psychological owners of the energy domain, they should be more likely to learn more, make educated decisions, and tell others about it