Although public acceptance is widely acknowledged as an essential factor in the successful implementation of new technology, it generally only receives attention in the implementation stage and not in the earlier stage of technology design. The present research aims to improve the understanding of public reactions to new energy technology, biomass systems in particular. Two survey studies were conducted throughout the Netherlands, one among consumers of gray and green electricity (N = 330) and the other among residents living in the vicinity of biomass installations (N = 360). Whereas consumers may at most have experience with the end product (biomass electricity), neighbors in addition are confronted with the production process (generating electricity). In our presentation we will report differences between consumers and neighbors and explain how direct experience may have influenced attitudes towards different biomass feeding materials in the light of social psychological theories. The implications for technology design and implementation strategies will be discussed.