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<p class=MsoNormal>This to my mind is my mind one of the very important tool
sets for creating a New Mobility Agenda that works. We hope that Erel will be
sharing with us the key papers and results of this session. <o:p></o:p></p>
<p class=MsoNormal><o:p> </o:p></p>
<p class=MsoNormal><o:p> </o:p></p>
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<p class=MsoNormal style='mso-margin-top-alt:21.6pt;margin-right:0cm;
margin-bottom:12.0pt;margin-left:0cm;border:none;padding:0cm'><b><span lang=EN
style='font-size:12.0pt;font-family:"Verdana","sans-serif";color:black'>Transport
Studies Unit Open Seminar<o:p></o:p></span></b></p>
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<p class=MsoNormal style='line-height:15.6pt'><span lang=EN style='font-size:
9.0pt;font-family:"Verdana","sans-serif";color:#676767'>Wednesday 10 December
2008 - 3pm, Boardroom, OUCE, Dyson Perrins Building, South Parks Road, Oxford</span><span
lang=EN style='font-family:"Verdana","sans-serif";color:black'><o:p></o:p></span></p>
<p class=MsoNormal><b><span lang=EN style='font-family:"Verdana","sans-serif";
color:black'>Nudging People to Make Better Choices: Transport Applications<o:p></o:p></span></b></p>
<p class=MsoNormal style='line-height:15.6pt'><span lang=EN style='font-family:
"Verdana","sans-serif";color:black'>Dr Erel Avineri, Reader in Travel
Behaviour, Centre for Transport & Society, University of the West of
England, Bristol.<o:p></o:p></span></p>
<p class=MsoNormal><span lang=EN style='font-size:12.0pt;font-family:"Verdana","sans-serif";
color:black'><o:p> </o:p></span></p>
<p class=MsoNormal><b><span lang=EN style='font-family:"Verdana","sans-serif";
color:black'>Abstract<o:p></o:p></span></b></p>
<p class=MsoNormal style='line-height:15.6pt'><span lang=EN style='font-family:
"Verdana","sans-serif";color:black'>Travel behaviour has been an area of great
interest to practitioners and researchers ever since forecasting user choice
was identified as crucial in the planning and management of transport systems.
Travel behaviour arising from the choices of individuals is perhaps the most
significant determinant of performance of transport systems and effectiveness
of transport schemes. Realising that individuals' travel behaviour and choices
do not necessarily lead to economic, social and environmental wellbeing,
governments all over the world have been taking measures to change travel
behaviour for the benefit of society - usually by regulating the transport
market, reform pricing to improve efficiency, or (more recently) changing
attitudes towards transport alternatives.<o:p></o:p></span></p>
<p class=MsoNormal style='line-height:15.6pt'><span lang=EN style='font-family:
"Verdana","sans-serif";color:black'>Much of the behavioural theories in
transport context are based on the assumption the individual traveller is a
'homo economicus', a rational economic human beings who, through choice-making,
maximise her utilities. On the other hand, recent empirical studies provide
much evidence that in real life the behaviour of travellers is typified by
bounded rationality ('homo psychologicus'). It has been argued that travellers'
limited cognitive resources have a strong effect on their travel-choice
behaviour.<o:p></o:p></span></p>
<p class=MsoNormal style='line-height:15.6pt'><span lang=EN style='font-family:
"Verdana","sans-serif";color:black'>Inspired by the works of cognitive
psychologists (such as Tversky & Kahneman) and behavioural economists (such
as Thaler & Sunstein) Dr Avineri and his colleagues tested some of the
paradigms in travel behaviour and developed alternative models of travel-choice
behaviour that can incorporate awkward but important aspects of travel
behaviour. It was found that while travellers' choices can not be anticipated
in a standard economic framework, they can be explained and predicted by
cognitive psychology models. Moreover, it opens the opportunity to change travellers'
behaviour towards better alternatives - in a way that does not limit their
freedom of choice (or, as it is fashionable to say, people are 'nudge-able').
The seminar will provide theoretical background, empirical findings and
potential applications in areas such as demand management, travel information
systems, travel plans and traffic calming.<o:p></o:p></span></p>
<p class=MsoNormal><span lang=EN><o:p> </o:p></span></p>
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