Effective communication of time–of–use electricity tariffs: Plain and simple

Martina Barjaková, Cameron A. Belton, Karl Purcell and Pete Lunn

Utilities Policy, 2024, vol. 90, issue C

Abstract: Time-of-use (ToU) tariffs bring important benefits to consumers and society, but some individuals may find it harder to benefit from them than others. Communication around ToU tariffs needs to explain both benefits and challenges successfully. This article presents results from a pre-registered experiment with N = 1300 consumers in Ireland that pre-tested behaviourally-informed communications on ToU tariffs. Consumers were generally positive towards ToU tariffs. Emphasising environmental benefits enhanced positivity among younger participants. Comprehension and choice quality were modest, but improved when tariff examples were presented in a plain table, compared to 24hour clock formats that are commonly used in the market internationally.

Keywords: Time-of-use tariffs; Policy pre-testing; Behavioural economics (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:juipol:v:90:y:2024:i:c:s0957178724000912

DOI: 10.1016/j.jup.2024.101798

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