Beyond the Price Effect in Time-of-Use Programs: Results from a Municipal Utility Pilot, 2007-2008

This paper discusses results of a two-year collaborative research project between the authors and the Demand Response Research Center focused on behavioral response to a voluntary time-of-use pilot rate offered by the Sacramento Municipal Utilities District (SMUD) under the PowerChoice label. The project had two purposes: one was to assess the potential for increasing demand response through the introduction of enhanced information and real-time consumption feedback; the second was to better understand behavioral response to a TOU rate. Three successive waves of telephone surveys collected details about reasons for participation, actions taken, capacities and constraints to altering behavior, and a range of salient conditions, such as demographics and dwelling characteristics. Pre- and post-program interval meter data for participants and a comparison sample of households were also collected and analyzed to consider initial and season-change price effects of the rate and the effect of supplemental information treatments on response. Over half of surveyed participating households reported that they had made a great deal of effort to adjust their electricity consumption to the rate. Despite this, load data analysis revealed only minimal price effects; and, though households subjected to information treatments seemed to have learned from these treatments, load data analysis againmore » detected only minimal effects on load. Given the currently high hopes for behavioral intervention and residential TOU rates, these unexpected results require explanation. We suggest a number of possibilities and discuss some implications for TOU programs, and for understanding demand response behavior and approaches to experiments with TOU rates.« less