Monday, 12 December 2016

Are we enthralled to our beliefs about consumer behaviour?


Are we enthralled to the idea that customers are passive or coin-operated?

We seem to assume that:

  • Domestic electricity consumers will not change their behaviour much 
  • Even if bribed to, the change will only be slight
  • We are saddled with the shape of the daily demand curve
  • Only a technical fix can save us from a future of expensive nuclear or climate-altering carbon based power

Perhaps we could instead assume:

  • Consumers are intelligent and responsible people
  • We do not want to have expensive and climate-altering electricity
  • We would be happy to make small and convenient changes to our consumption habits  
  • The costs associated with bringing about such a change are very small in relation to the alternative
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