The seasonal thermal energy storage technology for domestic heating applications is not enjoying the same increasing market penetration as the smaller diurnal thermal energy storage technology. Although high efficiencies are to expect with seasonal thermal energy storages, high up-front costs are likely to constitute an efficient market barrier, impeding the growth of this technology. This paper analyses the application of seasonal thermal energy storages and other, more conventional heating alternatives on passive houses and standard houses from a behavioral economics perspective. The results show that when the seasonal thermal energy storage technology is applied to passive houses, more competitive investment and annual costs can be offered. (C) 2013 Elsevier Ltd. All rights reserved.