ISCD 2009 Kyoto 21 st August 2009 Large

ISCD 2009 Kyoto 21 st August 2009 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.

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 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） Merits Demerits Car ・Short travel time 9 items ・Free departure/ arrival time ・Free route choice ・able to carry heavy packs ・Traffic congestion ・No each payment ・Cost : fuel and running cost ・being able to flaunt ・being able to protect privacy ・Uplifting feeling ・reliable Car is obviously ・Limited timing for use 2 items personally beneficial! ・No free route choice Train or Bus ・Conversation with friends ・being able to read book 2 items 14 items ・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

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

…However

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

CO 2 emission of each travel mode 3. 0 Metro Railway Super express way 5. 0 Ninefold! 6. 0 8. 0 Private bus 9. 0 Tram Route bus Double! 19. 0 24. 0 Ferry Air plane 30. 0 45. 0 Car 0 10 20 30 40 50 CO 2 emission to travel 1 km by 1 person ( g・C/person ・ km)

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

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

Social dilemma situation of transport problems • 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.

To ease a situation of social dilemma

To ease a situation of social dilemma ■Structural strategies construction of road network, improvement of public transport network, and road pricing Voluntary Behavior ■Psychological strategies Change 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

Persuasive communication • 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.

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

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

Distribution of a leaflet to motive travel behavior modification • The leaflet including - health - environment (CO 2 emission) - current situation of Sanyo railway continuing to shrink - the fact that it is a critical moment of existence for the railway

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

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

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

Travel. Smart • Budget: for against the global warming – 1, 000 A$ / １ 0, 000 households 100 A$ per household • Schedule – 1997 -1999 – 1999 -2000 – 2001 -2004 – 2004 -2005 South Perth /４００ hh South Perth / whole hh 7 cities / 170, 000 hh 3 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

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

Result 1: Modal share Change of car share Car modal share (%) trend = traffic survey 62. 5 60. 0 Effect of Travel Smart 57. 5 55. 0 52. 5 years 50. 0 1986 1996 2000 2006

Result 2: Bus promotion Changes of number of bus users （Cambridge city） 45, 000 2 nd After 40, 000 35, 000 After Before 30, 000 25, 000 20, 000 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Increase of 10% (for 19 months+)

Also in Japan…

No. of TFP cases implemented in Japan 140 Num. of cases 118 120 TFP 100 as psychological strategy to solve Social Dilemma are widely implemented. 80 60 35 40 20 0 66 1 2 3 6 10 14 1999 2000 2001 2002 2003 2004 2005 2006 2007 year

Average effect of TFP in Japan The results of meta-analysis indicates… • Average effect of TFP with control group using the experimental group are; ü ü 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.