Journal Facts

Journal
Journal of Environmental Systems
ISSN
0047-2433 (print) 1541-3802 (electronic)
Volume
9
Issue
2
Date
1/1/1979

Article Facts

Title
Developing Strategies for Influencing Residential Consumption of Electricity
DOI
10.2190/5BUD-05LU-RR5G-MYLC
Authors
  • C. Samuel Craig
  • John M. McCann
Pages
175-187
Online Date
05/09/2002

Article Links

Developing Strategies for Influencing Residential Consumption of Electricity

C. Samuel Craig
John M. McCann

DOI: 10.2190/5BUD-05LU-RR5G-MYLC

Abstract

The time bias in the propensity to consume electricity is an underlying cause of brownouts and less then desired load factors for many utilities. Over the years utilities have employed a variety of marketing techniques to change the pattern and extent of demand for electricity. This article applies the concepts of demarketing and syncromarketing to the problem of load management among residential consumers who are heavy users of electricity. Based on a survey of heavy users a profile of these individuals is developed. Significant differences were found between the target audience for demarketing and syncromarketing strategies versus the non target audience. This provides a basis for formulating strategies aimed at influencing these individuals.

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