Professor Koichiro Ito Discusses Dynamic Pricing vs. Moral Persuasion in Changing Habits

Harris Public Policy Professor Koichiro Ito was featured in Energy News Network discussing research that shows that pricing can be more effective in changing behaviors than moral persuasion.

“The fact that ComEd customers would have benefited nearly universally from real-time pricing during 2016 indicates that this program can be a consumer asset on a much larger scale and across a far larger territory than it has been deployed to date,” the paper said.

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