Please use this identifier to cite or link to this item:
https://doi.org/10.21256/zhaw-22263| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Engaging customers in demand response programs : the role of reward and punishment in customer adoption in Switzerland |
| Authors: | Gamma, Karoline Mai, Robert Cometta, Claudio Loock, Moritz |
| et. al: | No |
| DOI: | 10.1016/j.erss.2021.101927 10.21256/zhaw-22263 |
| Published in: | Energy Research & Social Science |
| Volume(Issue): | 74 |
| Issue: | 101927 |
| Issue Date: | 2021 |
| Publisher / Ed. Institution: | Elsevier |
| ISSN: | 2214-6296 2214-6326 |
| Language: | English |
| Subjects: | Customer behavior; Demand response; Incentives and disincentives |
| Subject (DDC): | 150: Psychology 333.79: Energy |
| Abstract: | It is challenging to engage customers in demand response programs, which require significant interventions in customers’ normal energy consumption patterns. Moreover, little is known about how customers can be motivated to adopt innovations that promote collective benefits. This research investigates the effectiveness of the two most basic elements of incentive-based policies — reward and punishment — with regard to customer participation in the sustainable energy domain. We counter the prevailing assumptions in innovation and technology research that favor the use of reward rather than punishment to engage customers. Based on a series of experimental studies, we find mixed evidence. It appears that punishment is at least as effective as reward in engaging customers in sustainable technology innovations. Even more importantly, both reward and punishment are shown to overcome concerns relating to technology. Moderated mediation reveals that economic incentives and disincentives ameliorate critical obstacles because customers more strongly favor their own personal benefit over the collective benefit and are more willing for ‘self-serving’ reasons to adopt technology that contributes to collective benefits. The findings of this research thus have novel practical and theoretical implications for energy innovation involving customers. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/22263 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY 4.0: Attribution 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Innovation and Entrepreneurship (IIE) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2021_Gamma-etal_Engaging-customers-in-demand-response-programs.pdf | 3.84 MB | Adobe PDF |  View/Open |
Show full item record
Gamma, K., Mai, R., Cometta, C., & Loock, M. (2021). Engaging customers in demand response programs : the role of reward and punishment in customer adoption in Switzerland. Energy Research & Social Science, 74(101927). https://doi.org/10.1016/j.erss.2021.101927
Gamma, K. et al. (2021) ‘Engaging customers in demand response programs : the role of reward and punishment in customer adoption in Switzerland’, Energy Research & Social Science, 74(101927). Available at: https://doi.org/10.1016/j.erss.2021.101927.
K. Gamma, R. Mai, C. Cometta, and M. Loock, “Engaging customers in demand response programs : the role of reward and punishment in customer adoption in Switzerland,” Energy Research & Social Science, vol. 74, no. 101927, 2021, doi: 10.1016/j.erss.2021.101927.
GAMMA, Karoline, Robert MAI, Claudio COMETTA und Moritz LOOCK, 2021. Engaging customers in demand response programs : the role of reward and punishment in customer adoption in Switzerland. Energy Research & Social Science. 2021. Bd. 74, Nr. 101927. DOI 10.1016/j.erss.2021.101927
Gamma, Karoline, Robert Mai, Claudio Cometta, and Moritz Loock. 2021. “Engaging Customers in Demand Response Programs : The Role of Reward and Punishment in Customer Adoption in Switzerland.” Energy Research & Social Science 74 (101927). https://doi.org/10.1016/j.erss.2021.101927.
Gamma, Karoline, et al. “Engaging Customers in Demand Response Programs : The Role of Reward and Punishment in Customer Adoption in Switzerland.” Energy Research & Social Science, vol. 74, no. 101927, 2021, https://doi.org/10.1016/j.erss.2021.101927.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.