Addressing myths of residential consumers regarding demand response*

The rising need for energy flexibility has paved the way to explore different solutions in various sectors. The residential sector represents one group of consumers who have very low individual flexibility, but due to their large numbers when coupled together, can help the energy system during times of need. This study investigates residential consumers' preferences for Demand Response (DR) programs, aiming to debunk prevalent myths and provide insights for stakeholders. Analyzing data across demographic divisions like gender, age, education level, household composition, and type, our findings challenge the existing literature, highlighting the need for tailored strategies to effectively promote residential DR adoption. This study not only offers valuable insights into residential DR motivators but also underscores the importance of adapting strategies to reflect the consumer background and meet evolving consumer needs.