Why choose a hybrid? Research nets prize
Jonn Axsen, 530.574.2150 (in California; leaves May 23 for Germany)
Marianne Meadahl, PAMR, 778.782.3210; marianne_meadahl@sfu.ca
Simon Fraser University alumnus Jonn Axsen is returning to his alma mater as an assistant professor this summer – but first, he’ll pick up an international prize honoring him as a 2011 Young Researcher of the Year.
The award, which recognizes Axsen’s research on influences that shape sustainable mobility choices – what steers peoples’ thoughts about buying a hybrid or electric car – is from the International Transport Forum of the OECD (Organization for Economic Co-operation and Development). He’ll receive the award May 25 in Leipzig, Germany.
The prize is given to researchers under 35 years of age and is valued at $7,000 (US).
Axsen, 29, is currently a post-doctoral scholar at the University of California Davis’ Institute of Transportation Studies. His research involved using data from consumer surveys, interviews, social network observations and consumer design games to reach his conclusions about the significance of social influence – coming from friends, family, coworkers as well as strangers.
“While the price tag is important, what people think of our decisions is often of more value than information on vehicles found on websites, or of government-provided subsidies,” Axsen says.
His work was selected from a short-list of four candidates, drawn from 40 entries from 16 countries. The jurors were explicit on commending the innovative dimension of Axsen’s analysis.
“Jonn Axsen’s paper is well suited to change the perspective of politicians responsible for transport and to broaden their basis of decision-making”, reported jury rep Andreas Scheuer, Parliamentary State Secretary for the Federal Ministry for Transport, Building and Urban Development.
Axsen, an avid bike-rider, is looking forward to his return to SFU and the School of Resource and Environmental Management (REM). He completed his undergraduate degree in business administration at SFU, followed by his Master’s degree in REM, with professor Mark Jaccard as his advisor.
“Mark has had a tremendous influence in shaping my research focus,” says Axsen, whose research was recently cited in Forbes Magazine. “He inspired me to critically evaluate environmental policy and put me in the direction of transportation and consumer behavior.”
Jaccard says Axsen will be a huge asset to REM’s Energy and Materials Research Group (EMRG). “Jonn will greatly add to our capabilities and profile here at EMRG and REM, and while he officially arrives in August, he’s already working with us to develop and design research projects with EMRG students,” he adds.
Axsen will complete several projects assessing the early market for electric-vehicles in California and the U.K. before heading to SFU, but plans a visit in mid-June.
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