Authors headline the HAM (Parks error-components) price elasticity 'around -.3' as their reported price-effect estimate, and the base-case (Table 1) is the primary specification (Table 2 is an advertising-elasticity extension). Both static and dynamic HAM base-case estimates flagged. || 'The price elasticity of demand for the HAM estimations is around -.3, which is somewhat higher than the recent estimates by Beierlein et al. (1981) (-.09), and Houthakker (1980) (-.14).' (p.405)
Kaserman, D. L., and J. W. Mayo (1985): “Advertising and the Residential Demand for Electricity.” The Journal of Business 58(4), 399-408