In the energy efficiency space, many utilities provide rebates to their customers that purchase energy efficient appliances. An important finding is that individuals use different discount rates for different types of goods in different contexts. In the case of domestic energy technologies, revealed discount rates were found to be clustered in the 5% to 40% range, but higher rates were applied to refrigerators and water heaters than to heating equipment and weatherization measures. Other studies have found short-term discount rates as high as 300% for air-conditioning technologies. This marked variability suggests that discount rates are influenced by many elements of the decision context, including perceived risk, framing, and social arrangements. Again, financial literacy can play here an important role in this case study in understanding the determinants of energy demand curves.