But especially with hybrids such as the C-Max, he says, variables such as temperature, a driver's behavior and the engineering choices Ford makes to balance mileage and performance can make a big difference.

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Phrased this way, the solution seems fairly clear: we need to use social engineering to reinforce personal ethical behavior.

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And one of my favorites, the Volkswagen fun theory, inspired some positive social re-engineering by using play as the motivator to behavior change.

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