The best technology does no good unless people use it. Thus, the future of biofuels depends not only on development of effective and efficient technologies but also on the social, economic, and political climate within which people decide to use or avoid these new fuel sources and technologies. On a social psychological level, individual behaviors are often guided by people's attitudes toward the behavior or objects involved and by the norms established by others within the social setting. Therefore, understanding technology adoption requires an understanding of how public attitudes and beliefs are formed or changed, as well as the implications of these changes for social norms. We provide an overview of basic social psychology research connecting attitudes and norms to individual behavior, and we describe implications of these social factors for biofuel development and use.Bioenergy promises to supply a substantial portion of the transportation fuel that drives much of the world economy. But what will be necessary for this considerable promise to be realized? To be sure, many technological advances stand between the current predominant use of biofuel as a gasoline additive (at least in the United States of America, USA) and use of biofuel as a primary transportation fuel. However, even the best technology will not live up to its potential if producers and consumers do not embrace the technology. Many individual, social, political, and societallevel factors are likely to influence consumer behaviors. We believe that analyses of economics, policy alternatives, public/political technology acceptance, and energy-related decision making can increase the ultimate effectiveness of new technologies (see http://www.purdue.edu/dp/energy/ research/SEPAE.php). Each of these factors should feed into energy-related behaviors, including investment by companies or individuals, use of new energy-related products, and support for policy-makers who champion particular energy policies.Examination of public acceptance of new technologies will benefit from analyses at many levels. Psychologists, consumer scientists, and behavioral economists might focus on specific attitudes, beliefs, and decision processes that influence the behaviors of individuals. Political scientists and economists might examine policy options and their implications for investment by companies or for support by political parties or candidates. Sociologists and political scientists might examine societal institutions and structural factors that influence public opinion, voting, or support for regulations. And individual researchers in many of these areas may cross domains to examine similar topics in different ways, according to the disciplinary lenses they tend to wear. Many perspectives may be helpful in assessing the potential benefits, costs, and barriers to use of new energy technologies, including bioenergy.One proactive way for multi-disciplinary participation in the energy transition is to incorporate social as well as