The Influence of Price and Attitude on Shifting Residential Electricity Consumption from On- to Off-Peak Periods

During a 3-yr period, a stratified random sample of 590 residential electricity consumers in northeastern Wisconsin were placed on 1 of 3 time-of-day price ratios: 2 to 1, 4 to 1, or 8 to 1. During the course of the period, family attitudes and knowledge were measured. Those with higher price ratios used less on-peak electricity, while a psychological commitment had a larger impact on behavior than price. These 2 factors were largely independent. Those with a commitment to shift did so even at the low price ratios. Data show that higher levels of knowledge about time-of-day rates and how to shift electricity usage to off-peak periods were associated with personal commitment to shift. Higher price differentials and more appliances appeared to increase knowledge and, indirectly, commitment. (68 ref)