www . refrigerationandaircon . co . za RACA Journal I August 2023 9
Associations creation , owner equity , and profit performance . ASHRAE provides a range of standards and guidelines , such as Standard 55 for comfort , Standard 62.1 for healthy environments , and Standards like 90.1 and 90.11 for economic operations . These technical tools empower industry professionals to meet and exceed client expectations .
Human decision-making processes are influenced by our brain ' s wiring . Studies conducted across different demographics and cultures demonstrate that humans tend to perceive losses differently than gains . This knowledge is crucial when crafting proposals or writing change orders , as understanding how clients interpret information is key to successful communication . Contrary to the myth of purely rational decision-making like that of Mr Spock from Star Trek , human decision-making is a complex interplay between emotions and rationality . A notable case study involved research conducted by neurologist Antonio Demasio in Italy who removed a tumour from a patient ' s brain , resulting in the loss of emotions akin to Mr Spock . However , the patient struggled to make decisions , highlighting the necessity of engaging both the emotional and rational sides of the brain for effective decision-making .
The human brain can be seen as a combination of an elephant ( emotional side ) and a rider ( rational side ) working together ( Jonathan Haidt , University of Virginia , The Happiness Hypothesis ). The emotional side , driven by instinct and seeking short-term gratification , often overrides rational decision-making . The rational side calculates , deliberates , and thinks long-term . Understanding this dynamic allows HVAC & R professionals to guide clients towards making informed decisions . Social proofing , or herding behaviour , is another aspect to consider . Humans tend to rely on the actions and decisions of others , and by leveraging this tendency , professionals can shape client behaviour effectively .
Research conducted worldwide has consistently shown that regardless of birthplace , age , or gender , human brains are wired to treat losses differently than gains . This understanding is particularly significant when communicating proposals , change orders , or scopes to clients . Recognising that clients inherently prioritise avoiding losses can help in effectively conveying the benefits of sustainable choices .
When it comes to achieving net-zero targets , understanding the composition of our brains becomes crucial . The rational conscious mind , analogous to a calculator , is the newer and smaller part of our brain , while the subconscious emotional part , akin to a supercomputer , has been around since the beginning .
To shape behaviour successfully , it is essential to speak to both the emotional and rational sides of the brain . Additionally , creating a clear path towards net-zero goals is crucial . An excellent example of this approach is the revamped ASHRAE Building EQ programme , which incorporates the concept of a ‘ herd .’ By eliminating traditional grading systems and establishing a scale with the herd at the top , outliers are motivated to improve and aspire to become leaders of the herd . The programme also addresses the energy gap between building design and operation , acknowledging the role of human behaviour in energy consumption .
In conclusion , the HVAC & R industry ' s transition to a net-zero future requires a deep understanding of human behaviour . By recognising the brain ' s tendency to treat losses differently than gains , acknowledging the interplay between emotions and rationality , and shaping the path towards sustainable choices , professionals can effectively guide clients and building users towards achieving decarbonisation targets . Shaping behaviour is a powerful tool in the journey towards a sustainable and net-zero future in the HVAC & R industry . RACA
www . refrigerationandaircon . co . za RACA Journal I August 2023 9