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Decision-making in electrical appliance use in the home


  • Yamamoto, Yoshihiro
  • Suzuki, Akihiko
  • Fuwa, Yasuhiro
  • Sato, Tomohiro


This paper presents the results of a survey as well as an argument from the viewpoint of behavioral economics with the aim of clarifying how consumers make decisions about electrical appliance use in the home. A survey of consumers showed that most have little awareness of the energy efficiency of appliances, the price of the services produced by electrical appliances, or electricity rates. These findings indicate that price does not function as a signal in electricity consumption through electrical appliance use. Rather, we found that consumer decision-making in electricity consumption is dependent on the characteristics of the particular electrical appliances they use. Additionally, we argue that the payment system for home electricity consumption plays an important role in decision-making, causing biases due to aspects of human psychology discussed here in terms of satisficing and heuristics, payment decoupling, and budgeting. We conclude that decision-making about electrical appliance use and electricity consumption in the home is not always rational and is affected both by the particular characteristics of appliances and the payment system for electricity consumption along with human psychology.

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  • Yamamoto, Yoshihiro & Suzuki, Akihiko & Fuwa, Yasuhiro & Sato, Tomohiro, 2008. "Decision-making in electrical appliance use in the home," Energy Policy, Elsevier, vol. 36(5), pages 1679-1686, May.
  • Handle: RePEc:eee:enepol:v:36:y:2008:i:5:p:1679-1686

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    References listed on IDEAS

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    1. Delmas, Magali A. & Lessem, Neil, 2014. "Saving power to conserve your reputation? The effectiveness of private versus public information," Journal of Environmental Economics and Management, Elsevier, vol. 67(3), pages 353-370.
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    3. Evens Salies, 2010. "Penalizing Consumers for Saving Electricity," Economics Bulletin, AccessEcon, vol. 30(2), pages 1144-1153.
    4. repec:eee:rensus:v:82:y:2018:i:p3:p:2005-2016 is not listed on IDEAS
    5. Bull, Joe, 2012. "Loads of green washing—can behavioural economics increase willingness-to-pay for efficient washing machines in the UK?," Energy Policy, Elsevier, vol. 50(C), pages 242-252.
    6. Torriti, Jacopo, 2012. "Price-based demand side management: Assessing the impacts of time-of-use tariffs on residential electricity demand and peak shifting in Northern Italy," Energy, Elsevier, vol. 44(1), pages 576-583.
    7. Theologos Dergiades & Lefteris Tsoulfidis, 2011. "Revisiting residential demand for electricity in Greece: new evidence from the ARDL approach to cointegration analysis," Empirical Economics, Springer, vol. 41(2), pages 511-531, October.
    8. Zeng, Lei & Yu, Yang & Li, Jiayang, 2014. "China’s Promoting Energy-Efficient Products for the Benefit of the People Program in 2012: Results and analysis of the consumer impact study," Applied Energy, Elsevier, vol. 133(C), pages 22-32.
    9. Evens Salies, 2012. "Real-time pricing when consumers have saving costs," Documents de Travail de l'OFCE 2012-11, Observatoire Francais des Conjonctures Economiques (OFCE).
    10. Gaspar, Rui & Antunes, Dalila, 2011. "Energy efficiency and appliance purchases in Europe: Consumer profiles and choice determinants," Energy Policy, Elsevier, vol. 39(11), pages 7335-7346.
    11. Wijaya, Muhammad Ery & Tezuka, Tetsuo, 2013. "Measures for improving the adoption of higher efficiency appliances in Indonesian households: An analysis of lifetime use and decision-making in the purchase of electrical appliances," Applied Energy, Elsevier, vol. 112(C), pages 981-987.
    12. Adnane Kendel & Nathalie Lazaric, 2015. "The diffusion of smart meters in France: A discussion of the empirical evidence and the implications for smart cities," Post-Print halshs-01246427, HAL.
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    14. Torriti, Jacopo, 2013. "The significance of occupancy steadiness in residential consumer response to Time-of-Use pricing: Evidence from a stochastic adjustment model," Utilities Policy, Elsevier, vol. 27(C), pages 49-56.
    15. Salies, Evens, 2013. "Real-time pricing when some consumers resist in saving electricity," Energy Policy, Elsevier, vol. 59(C), pages 843-849.
    16. Ma, Guo & Andrews-Speed, Philip & Zhang, Jiandong, 2013. "Chinese consumer attitudes towards energy saving: The case of household electrical appliances in Chongqing," Energy Policy, Elsevier, vol. 56(C), pages 591-602.
    17. Zhang, Xian & Wang, Ke & Hao, Yu & Fan, Jing-Li & Wei, Yi-Ming, 2013. "The impact of government policy on preference for NEVs: The evidence from China," Energy Policy, Elsevier, vol. 61(C), pages 382-393.
    18. Signe Waechter & Bernadette Sütterlin & Michael Siegrist, 2017. "Decision-Making Strategies for the Choice of Energy-friendly Products," Journal of Consumer Policy, Springer, vol. 40(1), pages 81-103, March.
    19. Stefanie Heinzle, 2012. "Disclosure of Energy Operating Cost Information: A Silver Bullet for Overcoming the Energy-Efficiency Gap?," Journal of Consumer Policy, Springer, vol. 35(1), pages 43-64, March.
    20. Yetano Roche, María & Mourato, Susana & Fischedick, Manfred & Pietzner, Katja & Viebahn, Peter, 2010. "Public attitudes towards and demand for hydrogen and fuel cell vehicles: A review of the evidence and methodological implications," Energy Policy, Elsevier, vol. 38(10), pages 5301-5310, October.

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