The flip side is that not having, say, a recycling program and being accused of environmentally irresponsible behavior will likely trigger a bigger stock price decline than it would have 30 years ago.

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Companies experienced an average abnormal stock price increase of .84% in the two days following an announcement of eco-friendly behavior.

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Semel has scientists looking at data-mining, user interfaces and the behavior of microeconomies, which might include things like scanning a million investment chat rooms to predict larger stock price trends.

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