The main objective is to identify and systematize the cognitive and affective factors as well as the choice and decision frames that influence energy-related decisions and behaviors at the individual level, and to empirically quantify the potential of each factor to reduce energy use. The related hypotheses are: that individuals/consumers do not behave perfectly rationally, but are subject to a number of factors biasing their energy-related judgments and decisions (e.g. use of heuristics, framing effects, emotions, implicit affective biases); that developing and implementing improved and tailored decision and choice architecture may be effective at nudging individuals/consumers towards more energy-friendly decisions.