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" ... The rebound effect — also referred to as the takeback effect — is when the gains that would otherwise be made from environmentally conscious decisions and products are offset, even if just partially, by the user’s behavior. The owner of a hybrid car may be less mindful of their energy consumption — how much fuel they use or the routes they take — because they believe they’re already acting efficiently by driving that vehicle. Similarly, a household may be less conscious of leaving the lights on because they are using energy-saving bulbs. The tendency behind the rebound effect is somewhat natural for humans — think about the time you ate a cookie right after taking a run — which is why understanding behavioral tendencies when designing new technology that informs people of their consumption is so vital. ... "