Abstract
The rapid adoption of residential solar photovoltaic (PV) is recasting the role of individual households as a dynamic and potent construct critical for emissions mitigation and resilience of the electricity system. As residential PV enters more risk-averse customer segments, broader deployment of residential PV depends on overcoming both financial and informational barriers to adoption. Fast-changing residential PV technologies and associated policies means there is both lack of information and often misinformation among customers-gaps that are addressed effectively with local, trusted information networks, especially for big-ticket items such as residential PV. Here, we use an extensively validated agent-based model of residential PV adoption to analyze the effectiveness of different information intervention designs in spurring PV diffusion. We show that intervention designs are effective when they balance long-distance connections and local reinforcement, matching the intervention to both the informational needs of potential adopters and the structure of the underlying network.