Perezhivanie - Emotional Resonance in Retrofit: What Marketers Need to Know

Key Takeaways:

• Emotional Significance of Homes: Homeowners view their residences as places of deep emotional value, not just as financial assets.
  
  
• Motivational Factors: Beyond financial savings, motivations such as control over the environment, happiness, and altruistic identity play crucial roles in the decision to retrofit.
  
  
• Heuristic Framework (HCF): Ekaterina’s HCF framework provides a comprehensive approach to understanding the diverse motivational priorities of homeowners.
  
  
• Trust and Negative Experiences: Trust is critical in the retrofit process; negative experiences can deter homeowners significantly more than positive ones can attract them.
  
  
• Visual Communication: The power of visual storytelling in communicating the benefits and emotional rewards of low-carbon dwellings is highly effective.
  
  

Notable Quotes:

1. "Home is a place of a great emotional significance for individuals." - Yekhaterina
   
   
2. "People felt more in control with a home that has low carbon dwelling." - Yekhaterina
   
   
3. "We can use such framing to shape frameworks, cognitive frameworks of others, to feel that such retrofit would be beneficial for them." - Yekhaterina
   
   
4. "A support for step-by-step retrofit would be beneficial." - Yekhaterina
   
   
5. "The negative opinions are more damaging, are of greater magnitude of significance than positive ones." - Yekhaterina
   
   

Resources:

• Yekhaterina's Research Paper 
• Blog on the Research 
• Edinburgh Housing Podcast 

Stay tuned for more enlightening episodes from the Refurb and Retrofit podcast, where we continue to explore the latest insights and strategies in the retrofit and refurbishment industry. Follow and review our podcast to join us in making impactful changes for a sustainable future.