A model of residential electricity demand using economic, engineering, and conservation variables was tested using data from a sample of rural residential customers served by eighteen rural electric membership cooperatives in central and southern Indiana. Electricity usage was found to be dependent upon past energy conservation efforts, even when household income, electricity prices, appliance stocks, space heating and cooling stocks, and housing characteristics were taken into account. The investigation also developed a ranking of receptivity to alternative conservation strategies. It supports public and private policies which are directed toward improving consumer attitudes toward energy conservation.