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The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market

Flores Sandoval, Miguel and Waddams Price, Catherine (2018) The Role of Attitudes and Marketing in Consumer Behaviours in the British Retail Electricity Market The Energy Journal, 39 (4). pp. 153-179.

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Abstract

We examine characteristics associated with consumer (dis)engagement in the residential electricity market, a topic of increasing policy interest and intervention, introducing consumer attitudes and marketing recall as new factors. General attitudes are closely associated with electricity market activity, with considerable variation in the strength and statistical significance of these relationships, indicating very different motivations amongst consumers. Recall of direct marketing routes has little identifiable effect, while advice of family and friends is influential. We identify implications for communication by both suppliers and policy makers seeking to improve the functioning of such markets, including the necessity for a variety of approaches.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Economics
Authors :
NameEmailORCID
Flores Sandoval, Miguelm.floressandoval@surrey.ac.uk
Waddams Price, Catherine
Date : 2018
Funders : Economic and Social Research Council (ESRC)
Identification Number : 10.5547/01956574.39.4.mflo
Copyright Disclaimer : Copyright © 2018 by the IAEE. All rights reserved.
Uncontrolled Keywords : Switching Behaviour; Electricity Market; Competition Policy
Depositing User : Clive Harris
Date Deposited : 05 Apr 2018 13:59
Last Modified : 05 Apr 2018 13:59
URI: http://epubs.surrey.ac.uk/id/eprint/846120

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