Large Scale Application of Social Dilemma Research Approach in Transportation Policy: Persuasive Communication in Mobility Management Ayako TANIGUCHI, Assistant Prof. Univ. of Tsukuba Satoshi FUJII, Prof. Kyoto Univ. ISCD 2009 Kyoto 21st August 2009

Purpose of this presentation In social dilemma research, we have accumulated various knowledge to solve social dilemmas e.g. - psychological strategy rather than structural strategy can work, - importance of persuasive communication, - habit would impede behavior change, - trust is important, etc….. To show how these knowledge applied in actual large scale policies to solve the real world social dilemmas,

In this study, we introduced a large scale persuasive-communication measures that has been widely implemented as a practical transportation measure in a lot of developed countries (e.g. EU, Australia and Japan). This measure was developed based on social dilemmas’ approach and tries to change from defective behavior into cooperative behavior in order to ease social dilemma in traffic problems.

Social Dilemma in transportation

Merits and Demerits: car vs. public transport （ Everitt & Watson, 1987 ） MeritsDemerits Car Train or Bus ・ Short travel time ・ Free departure/ arrival time ・ Free route choice ・ able to carry heavy packs ・ No each payment ・ being able to flaunt ・ being able to protect privacy ・ Uplifting feeling ・ reliable 9 items ・ Traffic congestion ・ Cost : fuel and running cost 2 items ・ Conversation with friends ・ being able to read book 2 items ・ Limited timing for use ・ No free route choice ・ No carry heavy packs ・ should pay each time ・ long distance to station / bus stop ・ Uncomfortable ・ No flaunt ／ depend on weather ・ congestion ／ bad attitude of crew ・ dirtiness ／ noisy ／ dangerous ・ take long time ／ un reliable 14 items Car is obviously personally beneficial!

Private Railway Taxi Japan Railway Route busCar (年)(年) 茨城県公共交通活性化指針より Travel mode share at pref. Ibaraki Others This is because Car is convenient, comfortable, and attractive.

…However

Traffic Congestion in Japan Lost 42 hours / person/ year Lost 100,000 yen / person /year

CO2 emission of each travel mode Car Air plane Ferry Route bus Tram Private bus Super express way Railway Metro CO2 emission to travel 1km by 1 person ( g ・ C/person ・ km) Double! Ninefold!

10 Degree of obesity and sustainable mode share (urban area) by individual countries Increase in degree of obesity cause growth in medical spending

Traffic congestion Global warming Public health etc… There is a lot of social demerits ! Car is convenient but… Social problem caused by car is typical Social Dilemma situation

The car use is convenient for each individual. However, traffic congestion is caused by people’s “ detective ” behavior to excessively use car rather “ cooperative ” behavior to use more collective transportation mode such as train or bus. Transportation problem (e.g. congestion) would disappear if everybody uses such collective modes, but it would get extremely heavy if everybody use car. Social dilemma situation of transport problems

To ease a situation of social dilemma

■Structural strategies construction of road network, improvement of public transport network, and road pricing ■Psychological strategies change people’s attitude and behavior from detective ones (i.e. excessive car use) to cooperative ones (i.e. reduction of car use and increase of alternative transport modes use) without changing payoff structure Voluntary Behavior Change

A typical psychological strategy is persuasive communication targeting car users to change their behavior into more cooperative travel behavior. Such persuasive communication was called often as Travel Feedback Programs since the communication typically includes feedback information regarding the target behavior. Persuasive communication

A individualized communicative transport measures for personal attitude and behavior change are called in many way; - Individualized Marketing - TravelSmart - Travel Blending - personalized travel planning……etc…. We call these measures as Travel Feedback Program (TFP) Travel Feedback Program

Distribution of a leaflet to motive travel behavior modification Provision of travel information Requesting to conduct a Behavioral plan Typical tools

The leaflet including - health - environment (CO2 emission) - current situation of Sanyo railway continuing to shrink - the fact that it is a critical moment of existence for the railway Distribution of a leaflet to motive travel behavior modification

Leaflet to promote bus use targeting high school students in Ibaraki pref. PROJECT Motivational leaflet

Provision of travel information Travel Information including - Bus route map - timetable and fares of train - timetable and fares of bus - location and fares of parking for bike - route map of walking

Requesting a behavioral plan(1) Do you think that you have a chance to use bus sometime in the future? What purpose? When? From where to where?

Requesting a behavioral plan(2) To request filling behavioral plan sheet, we would like to help participant’s Image training Please draw the route from your home to destination Which you have written above

Most popular case in the world: “Travel Smart” metro Perth, Australia

TravelSmart Budget: for against the global warming –1,000,000 A$ / １ 0,000 households 100A$ per household Schedule – South Perth / ４００ hh – South Perth / whole hh – cities / 170,000hh – cities / whole hh

Method Target population –35,000 person, 15,200 hh Project team : total membership of 20 people –Rent a room at target area Period of project: 1 month Procedure distribution a postcard -> consultation by telephone -> packing of communication tools -> distribution the tools through home visit -> re-visit

Taylor made bus timetable Map including bus, train, shops, hospitals, post offices etc… Free bus ticket Special folder [Front face] [Back face] Taylor-made communication tools Bus timetable from home to office Map neighboring Bus timetable from office to home Map neighboring the office

= traffic survey trend Effect of Travel Smart Car modal share (%) Change of car share years Result 1: Modal share

Increase of 10% (for 19 months+) FebMarAprMayJunJulAugSepOctNovDecJan 20,000 25,000 30,000 35,000 40,000 45,000 Before After 2nd After Changes of number of bus users （ Cambridge city ） Result 2: Bus promotion

Also in Japan…

No. of TFP cases implemented in Japan year Num. of cases TFP as psychological strategy to solve Social Dilemma are widely implemented.

Average effect of TFP in Japan The results of meta-analysis indicates… Average effect of TFP with control group using the experimental group are; 12.1% reduction of car use 38.6% increase of Public Transport use

These results indicates that persuasive communications designed based on behavioral-scientific knowledge regarding behavior change from defection into cooperation were actually effective in the real world as well as laboratory experiments.

The results also imply that such scientific knowledge would be applicable in other types of real-world social dilemmas, if they were appropriately combined and implemented in large scale.

Therefore, it could be concluded that the research to build bridge between science and policy are highly demanded.

Thank you for your attention.