According to a recent article in Bloomberg BusinessWeek, the Haas School of Business at the University of California at Berkley and MIT’s Center for Energy & Environmental Policy Research are launching a research project to better understand energy use and cost-effective ways to reduce it.

Bloomberg explains “We all know that air conditioning eats up an enormous amount of energy. We also know that installing ceiling fans would allow us to use the air conditioner a lot less. And we know all the savings over time would pay for the ceiling fan.”

In that case, why aren’t more people buying them?

The new study plans to answer that question, and many others like it.