Smartphone Travel Incentives Study: Final Report
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2024-09-14
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Edition:Technical Report
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Abstract:The Federal Highway Administration Smartphone Travel Incentive Study was designed to examine the ability to sway individual travel decisions away from drive-alone trips through smartphone-based nudging and incentives. The approaches for recruiting and retaining users, along with the significant challenges encountered and related lessons learned, are described. For participants with habitual or repeated drive-alone trips who did not change behavior after being nudged in the absence of any reward offer (such as by highlighting the personal and social benefits of taking travel alternatives), the study then sought to determine their minimum willingness to accept (WTA) financial reward to take different alternatives to a congestion-inducing, drive-alone trip. Such knowledge was sought to help state and local transportation departments and agencies design successful and cost-effective incentive programs to minimize congestion and serve travelers better. A bidding game to discern WTA values was developed and beta tested before the deployment. Too few bidders, logically inconsistent bids, and a lack of follow-through by participants on taking a trip they had promised to take when offered compensation at or above their asserted WTA values when they “won” the game, led to very few true WTA values being learned. The main takeaways of this study relate to the challenges in and possibilities for designing future research into the influence of financial incentives on travel behaviors.
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