University of Southern California The USC Andrew and Erna Viterbi School of Engineering

Consumer Behavior

USC brings together sophisticated and highly talented facilities operations, technical research, and socio-behavioral research communities to understand, evaluate, and assist in deploying Smart Grid Technologies and services. The goal of the Behavioral Team is to study how individuals, families and communities evaluate new technologies, including the "smart meters" and energy management interfaces, and to understand reasons for accepting or rejecting these technologies. To do this, our team will generate ongoing observations and analyses of consumer responses.

Tracking usage information, and studying different categories of energy users (e.g., residential, commercial, industrial) provides opportunities to gain extensive insights regarding different underlying concerns, limitations, and opportunities characteristic of these and other population sub-segments. The often overlooked social impediments and incentives to adopting Smart Meters, as well as Energy-Saving technologies and behaviors will be examined. The objective is to identify and demonstrate the best practices for providing knowledge and resources to complement eventual large-scale Smart Grid implementation.