ISCD 2009 Kyoto 21st August 2009

1. Large ScaleApplication of Social Dilemma ResearchApproach in Transportation Policy: Persuasive Communication in Mobility Management ISCD 2009 Kyoto 21st August 2009 Ayako TANIGUCHI, Assistant Prof. Univ. of TsukubaSatoshi FUJII, Prof. Kyoto Univ.

2. 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,

3. 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 behaviorinto cooperative behavior in order to ease social dilemma in traffic problems.

4. Social Dilemma in transportation

5. ・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 2 items ・Traffic congestion ・Cost : fuel and running cost ・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 2 items 14 items ・Conversation with friends ・being able to read book Merits and Demerits: car vs. public transport （Everitt & Watson, 1987） Car is obviously personally beneficial!

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

7. …However

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

9. CO2 emission of each travel mode 3.0 Metro Ninefold! 5.0 Railway 6.0 Super express way 8.0 Private bus 9.0 Tram Double! 19.0 Route bus 24.0 Ferry 30.0 Air plane 45.0 Car 0 10 20 30 40 50 CO2 emission to travel 1km by 1 person ( g・C/person ・km)

10. Degree of obesity and sustainable mode share(urban area) by individual countries Increase in degree of obesity cause growth in medical spending 出所：S.Hanson and G Giuliano (ecls) 2004 THE Geography of UrbanTransportation: Third Edution The Guilford Press 10

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

12. 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.

13. To ease a situation of social dilemma

14. 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

15. 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.

16. Travel Feedback Program • 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)

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

18. Distribution of a leaflet to motive travel behavior modification • 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

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

20. 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

21. 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?

22. 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

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

24. TravelSmart • Budget: for against the global warming • 1,000,000 A$ / １0,000 households 100A$ per household • Schedule • 1997-1999 South Perth /４００ hh • 1999-2000 South Perth / whole hh • 2001-2004 7 cities / 170,000hh • 2004-2005 3 cities / whole hh

25. 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

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

27. Result 1: Modal share Change of car share trend Car modal share (%) = traffic survey 62.5 60.0 Effect of Travel Smart 57.5 55.0 52.5 years 50.0 1986 1996 2000 2006

28. Result 2: Bus promotion Changes of number of bus users 　　（Cambridge city） 45,000 2nd After After 40,000 35,000 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+)

29. Also in Japan…

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

31. 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

32. 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.

33. 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.

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

35. Thank you for your attention.