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"People tend to conform their factual beliefs to ones that are consistent with their cultural outlook, their world view," Braman says. The Cultural Cognition Project has conducted several experiments to back that up. Participants in these experiments are asked to describe their cultural beliefs. Some embrace new technology, authority and free enterprise. They are labeled the "individualistic" group. Others are suspicious of authority or of commerce and industry. Braman calls them "communitarians." In one experiment, Braman queried these subjects about something unfamiliar to them: nanotechnology — new research into tiny, molecule-sized objects that could lead to novel products. "These two groups start to polarize as soon as you start to describe some of the potential benefits and harms," Braman says. The individualists tended to like nanotechnology. The communitarians generally viewed it as dangerous. Both groups made their decisions based on the same information. "It doesn't matter whether you show them negative or positive information, they reject the information that is contrary to what they would like to believe, and they glom onto the positive information," Braman says.

"Basically the reason that people react in a close-minded way to information is that the implications of it threaten their values," says Dan Kahan, a law professor at Yale University and a member of The Cultural Cognition Project. Kahan says people test new information against their preexisting view of how the world should work. "If the implication, the outcome, can affirm your values, you think about it in a much more open-minded way," he says. And if the information doesn't, you tend to reject it. In another experiment, people read a United Nations study about the dangers of global warming. Then the researchers told the participants that the solution to global warming is to regulate industrial pollution. Many in the individualistic group then rejected the climate science. But when more nuclear power was offered as the solution, says Braman, "they said, you know, it turns out global warming is a serious problem."And for the communitarians, climate danger seemed less serious if the only solution was more nuclear power.

“I would expect the market for electrics does not depend at all on the development of a [charging] network, given the way in which these vehicles are used,” said Tom Turrentine, director of the Plug-in Hybrid Electric Vehicle Center at the University of California, Davis. Through his survey of 150 people leasing the BMW MiniE battery electric prototype last year, Turrentine discovered that its maximum range of 100 miles per charge was enough to satisfy their normal driving habits. Turrentine found that most MiniE drivers were able to drive between 80 and 100 miles per charge, which they found to be sufficient. “The vehicle meets their needs in this range,” he noted.Market research firm Frost & Sullivan also queried more than 2,000 drivers of all kinds of car nationwide and found that most feel the recharging time for an electric car's battery is acceptable. This satisfaction with the battery's range meant that drivers were able to charge conveniently at home, rather than dealing with the hassle of plugging in at work or in other public parking locations. The relative lack of these recharging locations could prove less of a deterrent to electric car acceptance than was expected, Turrentine said.

When Berlin, Germany, installed a public charging network, the chargers went largely unused by the city’s electric car drivers, he added. Still, electric drivers don't like the notion of getting stranded and sympathized with one another’s plight. MiniE drivers posted their locations on a Web site they shared, so if one of them found themselves far from home with a low battery, they could head to another MiniE driver’s home for some electrons to get home. The home-charging units provided with the cars can juice up a battery more quickly than just plugging into an available 120-volt outlet, getting the driver back on the road in less time. This self-organized grass-roots support network that sprung up through the use of social media is an example of how electric car test drivers have communicated with one another and with carmakers even without organized surveys like Turrentine’s. “Our customers will give us feedback anyway, whether we like it or not,” said Ulrich Kranz, head of BMW’s Project i. Even if drivers infrequently need public charging, knowing it is available provides considerable peace of mind to prospective EV buyers, according to Frost & Sullivan’s director of automotive and transportation research, Veerender Kaul.