To increase the utilization of the current electrical distribution grid, utilities are promoting demand response programs that offer customers financial incentive to shift some demand to off-peak times. This would increase the amount of electricity that the existing grid can carry and reduce the need to expand the grid. The financial incentive consists of lower rates at off-peak times, a concept that is called dynamic pricing. This study investigates customer response to three demand response concepts - dynamic pricing without enabling technology, dynamic pricing with enabling technology, and direct load control.
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