Toyota Built An App To Hack Plug-In Hybrid Owners' Brains And Make Them Actually Charge Their Cars
Plug-in hybrids (PHEVs) have been hailed as a great option for drivers looking to reduce their carbon footprint. They offer the perfect balance between electric and gasoline power, making them an attractive choice for daily driving. However, there's a catch: PHEV owners need to actually charge their cars regularly to reap the benefits of improved fuel economy and reduced pollution.
The problem is that many PHEV owners don't take full advantage of their vehicles' capabilities. They might forget to plug in their car when they get home, or they simply don't bother checking their battery level as often as they should. Toyota recognizes this issue and has taken steps to address it with the development of its ChargeMinder app.
How Does The App Work?
The ChargeMinder app is a behavioral science-backed solution designed to help PHEV owners develop healthy charging habits. According to Toyota, the app integrates over a dozen interventions based on well-replicated findings from behavioral science research, tailored specifically for charging behavior change goals.
Using data from vehicle telematics and charging locations, the app provides personalized recommendations to help owners get the most out of their PHEV. For instance, it sends reminders to plug in your car when you get home – a feature that Toyota claims is 50% more effective than generic charging prompts.
The app also incorporates gamification elements to keep owners engaged and motivated. It uses streaks, summaries, and encouraging messages to tap into the dopamine response associated with maintaining a consistent charging routine. Additionally, it offers engaging educational quizzes that leverage memory science to enhance learning.
But Is It Cheesy?
No doubt about it: some people might find the ChargeMinder app's approach a bit unorthodox or even cheesy. However, if its goals are met – and they appear to be – who cares? The real prize is that owners will experience better fuel economy out of their PHEVs, leading to cleaner air for everyone else.
"Technology is not the only way to reduce emissions — people's choices matter too," said Dr. Gill Pratt, Chief Scientist for Toyota Motor Corporation and CEO, Toyota Research Institute, in a statement. "This research and development shows how science-based behavioral interventions can both help us reduce carbon emissions as much as possible, as soon as possible, and increase customer satisfaction."
Evaluating The App's Effectiveness
To assess the effectiveness of the personalized app, Toyota Research Institute conducted studies in Japan and the U.S. While results varied, there were some encouraging signs.
In Japan, the ChargeMinder app improved the number of PHEV and EV owners charging at peak renewable energy hours by 59%. In the U.S., it increased PHEV owner satisfaction by 16 percentage points, with a whopping 100% satisfaction rate.
However, while the app did move things in the right direction, its impact on actual charging behavior was more modest. Charging rates only rose by 10%, which might have been higher if there were greater awareness and education around the benefits of proper PHEV use.
Dr. Laura Libby, Manager, Carbon Neutrality, Human Centered Artificial Intelligence, Toyota Research Institute, noted that "research in behavioral science shows that small, targeted interventions can have a large impact on people's decisions and actions." Moreover, compared to other initiatives like public charging infrastructure or consumer financial incentives, behavioral interventions are relatively inexpensive and can be deployed quickly.
It may not be a perfect solution, but the ChargeMinder app represents an innovative approach to encouraging PHEV owners to take full advantage of their vehicles' capabilities. As the world continues to navigate the challenges of climate change, every small victory counts – even if it's just about people being more mindful of how they charge their cars.