▁behaviour ▁is ▁learned ▁behaviour . ▁ ▁Energy ▁Rec ent ▁years ▁have ▁seen ▁an ▁increased ▁interest ▁in ▁energy ▁consumption ▁reduction ▁based ▁on ▁behaviour al ▁change , ▁be ▁it ▁for ▁reasons ▁of ▁climate ▁change ▁mit ig ation ▁or ▁energy ▁security . ▁The ▁application ▁of ▁behaviour al ▁change ▁theories ▁in ▁the ▁field ▁of ▁energy ▁consumption ▁behaviour ▁yields ▁interesting ▁ins ights . ▁For ▁example , ▁it ▁supports ▁criticism ▁of ▁a ▁too ▁narrow ▁focus ▁on ▁individual ▁behaviour ▁and ▁a ▁bro aden ing ▁to ▁include ▁social ▁interaction , ▁l ifest yles , ▁norm s ▁and ▁values ▁as ▁well ▁as ▁techn ologies ▁and ▁policies — all ▁en abling ▁or ▁const ra ining ▁behaviour al ▁change . ▁ ▁Communic ation ▁ ▁Besides ▁the ▁models ▁and ▁theories ▁of ▁behavior ▁change ▁there ▁are ▁methods ▁for ▁prom oting ▁behavior ▁change . ▁Among ▁them ▁one ▁of ▁the ▁most ▁widely ▁used ▁is ▁T ail oring ▁or ▁personal ization . ▁ ▁T ail oring ▁ ▁T ail oring ▁refers ▁to ▁methods ▁for ▁personal izing ▁communic ations ▁intended ▁to ▁generate ▁higher ▁behavior ▁change ▁than ▁non ▁personal ized ▁ones . ▁ ▁There ▁are ▁two ▁main ▁claims ▁for ▁why ▁tail oring ▁works : ▁T ail oring ▁may ▁improve ▁pre cond itions ▁for ▁message ▁processing ▁and ▁tail oring ▁may ▁improve ▁impact ▁by ▁alter ing ▁starting ▁behavior al ▁determin ants ▁of ▁goal ▁out comes . ▁The ▁different ▁message ▁processing ▁mechan isms ▁can ▁be ▁summar ized ▁into : ▁Att ention , ▁E ff ort ful ▁processing , ▁Em ot ional ▁processing ▁and ▁self - reference . ▁▁ ▁Att ention : ▁T ail ored