Abstract:

The research was required to test out the acceptability and credibility of this claim, and some alternative ways of expressing the cost advantage of off-peak tariffs. The specific objectives were:

1. To establish consumers' expectations of what storage radiators cost to run, and how this is expressed. This point was assessed before and after getting their reactions to the storyboard;

2. Reactions to the running cost claim in the storyboard, covering its acceptability and credibility;

3. Reactions to the cheap off-peak rates ' claim in the storyboard;

4. Exploration of alternative ways of expressing the claim.