The majority of participants indicated that their BEV perceptions were “highly influenced” by at least one social interaction. We use the reflexive layers of influence conceptual framework to categorize social influence according to three processes: diffusion, the sharing of BEV-related information; translation, the discussion of uncertain BEV benefits and drawbacks; and reflexivity, the relating of BEV technology to self-concept. Findings suggest that participant perceptions change in part through social negotiation of meaning, lifestyle and identity. Neglect of social influence processes will underestimate the potential for shifts in consumer preferences regarding emerging pro-environmental technologies.