A Wrinkle in Time –Behavioral Findings and Insights from a Residential Pricing Pilot

Electric utilities are implementing residential electricity rates that vary by hour of the day or with utility system load conditions. By charging customers higher rates during peak hours, utilities can encourage their customers to shift consumption to off-peak hours, lowering the costs of supply.

In this presentation, we discuss the findings from the evaluation of Portland General Electric’s (PGE) Flex Pricing Pilot Program. This research provides lessons for program administrators about opt-in vs. opt-out program design, peak time rebate amounts, hybrid event and non-event based treatments, and other aspect of program design. Furthermore, this research enhances the industry’s understanding of utility customer energy consumption behavior and shows that utility customers may not always respond to price signals as standard economic theory predicts.

Originally presented at Behavior, Energy & Climate Change Conference, October 2018 by Jim Stewart


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As a leader in the energy and security sectors, Cadmus is focused on delivering extraordinary results and transformative solutions.

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  • Deep experience in grid vulnerability