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Going green: Agentbased modeling of the diffusion of dynamic electricity tariffs / Anna Kowalska-Pyzalska, Katarzyna Maciejowska, Katarzyna Sznajd-Weron &#38; Rafał Weron. Wrocław : Hugo Steinhaus Center, 2013, 25 p. (HSC/13/05)http://www.im.pwr.wroc.pl/~hugo/RePEc/wuu/wpaper/HSC_13_05.pdfUsing an agent-based modeling approach we show how personal attributes, like conformity or indifference, impact the opinions of individual electricity consumers regarding switching to innovative dynamic tari. programs. We also examine the influence of advertising, discomfort of usage and the expectations of financial savings on opinion dynamics. Our main finding is that currently the adoption of dynamic electricity tariffs is virtually impossible due to the high level of indifference in today’s societies. However, if in the future the indi.erence level is reduced, e.g., through educational programs that would make the customers more engaged in the topic, factors like tariff pricing schemes and intensity of advertising will became the focal point. (© HSC)