Price transparency in residential electricity: experiments for regulatory policy
ESRI Research Bulletin Articles provide short summaries of work published by ESRI researchers and overviews of thematic areas covered by ESRI programmes of research. Bulletin Articles are designed to be easily accessible to a wide readership. A reference or references to the full publication is included at the start of each Bulletin article.
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This Research Bulletin describes the results of two laboratory experiments testing how consumers identify good value electricity packages. The results found that expressing prices as discounts from a standard unit rate made it harder for consumers to determine which package was better value. The study also found that displaying an "Estimated Annual Bill" made it easier for consumers to identify better value offerings.