Publikationstyp: Konferenz: Sonstiges
Art der Begutachtung: Keine Angabe
Titel: How punishment and reward increase customer acceptance of demand response in the energy industry
Autor/-in: Kuenzel, Karoline
Loock, Moritz
Cometta, Claudio
DOI: 10.5465/ambpp.2014.15790abstract
Erschienen in: Academy of Management Proceedings
Band(Heft): 2014
Heft: 1
Angaben zur Konferenz: 74th Annual Meeting of the Academy of Management, Philadelphia, USA, 1-5 August 2014
Erscheinungsdatum: 2014
Verlag / Hrsg. Institution: Academy of Management
ISSN: 0065-0668
Sprache: Englisch
Fachgebiet (DDC): 
Zusammenfassung: Following national and international policy guidelines for energy efficiency and in order to optimize supply and demand, electric utilities introduce demand response programs (DR). However firms struggle how to best help consumers to accept these programs. In the light of recent theories of decision-making that favour heuristic over information-based decision strategies, the paper at hand investigates the role of punishment and reward for consumer acceptance of DR. We find that although electric utilities design DR programs mostly based on rewards (assumingly in fear of consumer loyalty), DR regimes based on punishment appear more effective, without jeopardizing loyalty of consumers. Thus, in the light of prospect theory our data indicates that if firms help customers to avoid a loss in form of a punishment this has a larger positive impact on the intended behaviour than if firms help customers to gain a reward. Implications for practice and especially a demand-based view on environmental management apply.
Volltext Version: Publizierte Version
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag
Departement: School of Management and Law
Organisationseinheit: Institut für Innovation und Entrepreneurship (IIE)
Enthalten in den Sammlungen:Publikationen School of Management and Law

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