Abstract: Aiming at the problems of the high proportion of residential households energy consumption, the large base of carbon emission, and the obvious decentralization and randomness of electricity consumption, a demand response optimization strategy for residential customers considering their consumption comfort under the joint price signal and the score incentive is proposed in order to further explore the energy saving and carbon reduction potentials of the residential customers and guide them to participate in the electricity demand response in an orderly manner. Firstly, the operational structure of the price-score joint incentive is analyzed, and a behavioral uncertainty model is constructed taking into account the psychology of residential electricity consumption; secondly, a quantitative model of the joint price-score incentive and a score incentive redemption strategy are proposed. The mathematical model of the score incentive for the residential flexible load is constructed with the operational characteristics of the household appliances; furthermore, a multi-objective optimization model of residential customers' demand response is constructed taking into account the comfort of consumption and the effect of border utility diminishing by considering the multiple comforts of the amount, time and temperature of the residential electricity consumption. Finally, simulation calculations are carried out on a certain residential household in a community in northern China. The results show that the proposed model is able to reduce the daily electricity bill by 18.21% while safeguarding the comfort of residents' electricity consumption. The advantages of the proposed model in terms of load power transfer rate and peak residential load reduction are more significant than the other two strategies.