Aurora has gathered some past articles that zero in on how to use insights about human behavior and techniques around effective communication to boost sales and lower customer acquisition costs. The four articles in the roundup cover overcoming common res solar myths and using the Diffusion of Innovations Theory (innovation adoption occurs in five stages due to media communication and peer influence), the Theory of Planned Behavior (peer pressure and educating consumers are persuasive techniques), and the Value-Belief-Norm Theory (there are important nuances around why pro-environmental behavior is value driven).