This study presents a prototype of a spatially-explicit and socially-embedded agent based model to study adoption of plug-in hybrid vehicle (PHEV) technology under a variety of scenarios. Heterogeneous agents decide whether or not to buy a PHEV by weighing environmental benefits and financial considerations (based on their personal driving habits, their projections of future gas prices, and how accurately they estimate fuel costs), subject to various social influences. Proof-of-concept results are presented to illustrate the types of questions which could be addressed by such a model, and how they may help to inform policy-makers and/or vehicle manufacturers. For example, our results indicate that simple web-based tools for helping consumers to more accurately estimate relative fuel costs could dramatically increase PHEV adoption. 4,824 words + 5 figures = 6,074 words tota
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