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...problem with letting your buying be swayed by specs is that your underlying preferences likely don't change along with your purchase decisions - and so you wind up at home with things that don't make you as happy. In one experiment, researchers presented two cell phones, and told subjects that one had a more vivid screen. Some subjects were also told that model A had a vividness value of 1,800, compared to model B's score of 600. Everyone was then asked to rate on a 7-point scale both how much they liked phone...

Author: /time Magazine | Title: Swaying Shoppers: The Power of Product Specs | 12/22/2008 | See Source »

...CH2M Hill is not the only company conducting such solar surveys, and others are even going global. Seattle-based 3Tier is steadily mapping the solar, wind and hydro power potential of the entire planet, with its REmapping the World initiative. Utilities and businesses can use the 3Tier website to prospect for the best locations for wind power projects, while ordinary citizens can check the rough solar potential of their home address. What kind of dividends this will pay in an energy hungry, globally warming world is hard to say, but if San Francisco is any indication, they could...

Author: /time Magazine | Title: Mapping Renewable Energy, Rooftop by Rooftop | 12/22/2008 | See Source »

Shin Abe doesn't find it odd that the picturesque little Japanese town of Kuzumaki, where he has lived all his life, generates some of its electricity with cow dung. Nor is the 15-year-old middle school student blown away by the vista of a dozen wind turbines spinning atop the forested peak of nearby Mt. Kamisodegawa. And it's old news to Abe that his school gets 25% of its power from an array of 420 solar panels located near the campus. "That's the way it's been," he shrugs. "It's natural...

Author: /time Magazine | Title: A Japanese Town That Kicked the Oil Habit | 12/22/2008 | See Source »

...which imports 90% of its fuel, Kuzumaki is a marvel of energy self-sufficiency. Signs of the town's comprehensive focus on environmental sustainability are visible from its mountaintops to the pens of the dairy cows that once were the bedrock of local commerce. Atop Mt. Kamisodegawa, the 12 wind turbines, each 305 feet (93 m) tall, have the capacity to convert mountain gusts into 21,000 KW of electricity - more than enough to meet the needs of the town's residents. The excess is sold to neighboring communities...

Author: /time Magazine | Title: A Japanese Town That Kicked the Oil Habit | 12/22/2008 | See Source »

...course, the wind doesn't always blow. At Kuzumaki Highland Farm, 200 dairy cows share the power load. Their manure is processed into fertilizer and methane gas, the latter used as fuel for an electrical generator at the town's biomass facility. Nearby, a three-year project sponsored by Japan's Economy, Trade and Industry Ministry's New Energy Development Organization (NEDO) uses wood chips from larch trees to create gas that powers the farm's milk and cheese operations. The bark of other trees is also made into pellets for heating stoves used throughout the community. A local winery...

Author: /time Magazine | Title: A Japanese Town That Kicked the Oil Habit | 12/22/2008 | See Source »

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