10.2190/5BUD-05LU-RR5G-MYLC 5BUD05LURR5GMYLC 8 Developing Strategies for Influencing Residential Consumption of Electricity 175 187 20020509 20020509 20020509 20020509 5BUD05LURR5GMYLC.pdf http://baywood.metapress.com/link.asp?target=contribution&id=5BUD05LURR5GMYLC 2 C. Samuel Craig John M. McCann Graduate School of Business Administration, New York University Graduate School of Business, Duke University 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. P. Kotler, The Major Tasks of Marketing Management, <i>Journal of Marketing</i>, pp. 42-49, October, 1973. J. B. Rotter, Generalized Expectancies for Internal versus External Control of Reinforcement, <i>Psychological Monograph, 80</i>, pp. 1-28, 1966. H. H. Harman, <i>Modern Factor Analysis</i>, University of Chicago Press, Chicago, 2nd ed., 1960.