TY - JOUR
T1 - Changing commuters' behavior using rewards
T2 - A study of rush-hour avoidance
AU - Ben-Elia, Eran
AU - Ettema, Dick
N1 - Funding Information: This study was undertaken as part of the Spitsmijden project, which was funded by Transumo (Transition to Sustainable Mobility), the Ministry of Transport in the Netherlands, Bereik, RDW, NS, Rabobank, ARS T&TT, OC Mobility Coaching, Vrije Universiteit Amsterdam, TU Delft, Universiteit Utrecht. The modeling framework was discussed in the 5th Discrete Choice Modeling Workshop organized at EPFL (Lausanne, Switzerland) in August, 2009. The comprehensive comments and suggestions of two anonymous reviewers are very highly appreciated. We would especially like to acknowledge the persistence and commitment of Reviewer 2 to improving this manuscript. This has been a learning by doing process. The First author also warmly thanks the department of Human Geography and Planning at Utrecht University for their support during his stay as a postdoctoral researcher.
PY - 2011/1/1
Y1 - 2011/1/1
N2 - In a 13-week field study conducted in The Netherlands, participants were provided with daily rewards - monetary and in-kind, in order to encourage them to avoid driving during the morning rush-hour. Participants could earn a reward (money or credits to keep a Smartphone handset), by driving to work earlier or later, by switching to another mode or by teleworking. The collected data, complemented with pre and post measurement surveys, were analyzed using longitudinal techniques and mixed logistic regression. The results assert that the reward is the main extrinsic motivation for discouraging rush-hour driving. The monetary reward exhibits diminishing sensitivity, whereas the Smartphone has endowment qualities. Although the reward influences the motivation to avoid the rush-hour, the choice how to change behavior is influenced by additional factors including education, scheduling, habitual behavior, attitudes, and travel information availability.
AB - In a 13-week field study conducted in The Netherlands, participants were provided with daily rewards - monetary and in-kind, in order to encourage them to avoid driving during the morning rush-hour. Participants could earn a reward (money or credits to keep a Smartphone handset), by driving to work earlier or later, by switching to another mode or by teleworking. The collected data, complemented with pre and post measurement surveys, were analyzed using longitudinal techniques and mixed logistic regression. The results assert that the reward is the main extrinsic motivation for discouraging rush-hour driving. The monetary reward exhibits diminishing sensitivity, whereas the Smartphone has endowment qualities. Although the reward influences the motivation to avoid the rush-hour, the choice how to change behavior is influenced by additional factors including education, scheduling, habitual behavior, attitudes, and travel information availability.
KW - Attitudes
KW - Behavior change
KW - Congestion
KW - Habitual behavior
KW - Information
KW - Motivation
KW - Reward
UR - http://www.scopus.com/inward/record.url?scp=79959974460&partnerID=8YFLogxK
U2 - https://doi.org/10.1016/j.trf.2011.04.003
DO - https://doi.org/10.1016/j.trf.2011.04.003
M3 - Article
SN - 1369-8478
VL - 14
SP - 354
EP - 368
JO - Transportation Research Part F: Traffic Psychology and Behaviour
JF - Transportation Research Part F: Traffic Psychology and Behaviour
IS - 5
ER -