The transition towards deregulated energy markets requires a dynamic participation by consumers. Yet, in many European countries, a high degree of consumer inertia is observed: the rate of switching to new tariffs and providers is far from being satisfactory. Neoclassical consumer choice models cannot explain this phenomenon, unless assuming that perceived transactions costs are disproportionately high. This paper discusses how more realistic assumptions about consumer behavior can help interpret low switching rates. In particular, it examines psychological aspects (e.g., loss aversion, present bias, ambiguity aversion) and cognitive biases (e.g., choice overload, overconfidence) that can explain consumer stickiness in energy markets. Different behavioral traits point at different policy interventions. Therefore, such analysis illustrates how crucial it is that policy-makers aiming at reducing consumer inertia take these behavioral aspects into account and make use of experimental testing when laying out interventions.

Consumer inertia in energy markets: Insights from behavioral economics.

Anna Bottasso
2019-01-01

Abstract

The transition towards deregulated energy markets requires a dynamic participation by consumers. Yet, in many European countries, a high degree of consumer inertia is observed: the rate of switching to new tariffs and providers is far from being satisfactory. Neoclassical consumer choice models cannot explain this phenomenon, unless assuming that perceived transactions costs are disproportionately high. This paper discusses how more realistic assumptions about consumer behavior can help interpret low switching rates. In particular, it examines psychological aspects (e.g., loss aversion, present bias, ambiguity aversion) and cognitive biases (e.g., choice overload, overconfidence) that can explain consumer stickiness in energy markets. Different behavioral traits point at different policy interventions. Therefore, such analysis illustrates how crucial it is that policy-makers aiming at reducing consumer inertia take these behavioral aspects into account and make use of experimental testing when laying out interventions.
File in questo prodotto:
File Dimensione Formato  
EconomiaPubblica_3_2019.pdf

accesso chiuso

Tipologia: Documento in versione editoriale
Dimensione 200.9 kB
Formato Adobe PDF
200.9 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11567/1005687
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 0
  • ???jsp.display-item.citation.isi??? ND
social impact