Using Rewards as a Traffic Management Tool: Behavioural Effects of Reward Strategies

Abstract

This paper describes the first results of a pilot study, set up to investigate alternative pricing strategies. In particular, the SpitsMijden (Peak Avoidance) project seeks to investigate car commuters’ responses to monetary and other rewards, which they can earn by not using the car in the peak period. In anticipation of the actual test, travellers’ intentions to adjust their behaviour were investigated using a stated preference survey. First analyses suggest a 50% decline in in-peak car trips, with travellers shifting primarily to travelling after the peak and using public transport. In addition, evidence was found that factors such as flexibility of work hours, childcare obligations, familiarity with alternatives, strength of the car habit and use of travel information impact on the use of various adaptation strategies.

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