<p>Negative electricity prices—when consumers are paid to use power—are becoming more frequent worldwide. This counterintuitive phenomenon arises when supply exceeds demand. While negative pricing offers economic potential, little is known about consumer willingness to increase electricity use in response. Prior research has focused on reducing demand during peak-load periods, with limited attention to incentivizing consumption. Here we surveyed 1,918 US residents to examine factors influencing participation in negative price events. Contrary to the low elasticity in traditional demand response programmes, we observe higher responsiveness under negative pricing. Over 75% of respondents indicate a willingness to shift electricity use even during weekdays and late nights. Interestingly, despite the opportunity to profit, most respondents were unwilling to abuse power by overconsumption. Nevertheless, simulations based on reported willingness suggest demand could surge by twofold in over 25% of US counties—and as much as tenfold in some—raising concerns about grid reliability.</p>